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Erschienen in:
2017 | OriginalPaper | Buchkapitel
12. Technology Management: Case of Facebook
verfasst von : Haneen Abu-Khater, Nick Metzar, Mohammed Alotaibi, Zeina Boulos, Wendy Lally, Tugrul Daim
Erschienen in: Research and Development Management
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Abstract
Social networking has increasingly become a part of everyone’s daily lives. In 2007, 1 in 12 online minutes were spent on social networking. By 2011 this time had increased to 1 in 5 min. Facebook, the dominant social network, was developed in 2004 as a communication tool, but now over 90% of its revenue is generated from advertising. In 2013, Facebook had approximately $7.8 billion in total revenue, accounting for 68% of the online social networking market share.
This chapter has focused on the needs of ad buying customers who use Facebook’s user trait filtering tools to target advertisements to specific collections of Facebook users. Advertisements are the greatest revenue generator at Facebook and are critical to the company’s future success. One intention of this chapter is to determine what user data Facebook will need to provide to advertising customers in the future. In addition, recommendations will be made on which features and products should be offered by Facebook as user connectivity solutions in order to obtain the needed target filter data for advertising.