Facebook has been a leading social media platform since 2004, acquiring competitors like Instagram and WhatsApp to expand. Its mission is to connect people and bring the world closer through social media and websites optimized for desktop and mobile use. Facebook gathers users through targeted online advertising campaigns and caters most to those aged 25-34, as well as businesses. Analytics and key performance indicators help Facebook understand user behavior and improve functionality, search engine optimization, and advertising strategies.

2. A Final Presentation on the Digital Strategy of Facebook
by
Keith Frierson

3. Business
Objective
s
Facebook Mission Statement: "Give people the power to build
community and bring the world closer together.”
Facebook Business Mantra 2018:
”Move Fast and Break Things”

4. Social Media
• Facebook has been a leading social media
outlet since its inception in 2004
• In 2012, Facebook purchased competitive
social media company, Instagram.
• In 2014, Facebook purchased WhatsApp
• Facebook currently sits as the #1 social
media site, with YouTube trailing behind.
(Ranking as of October 2018)

5. Websites
• Facebook originated as a desktop
website for users to log-on to through
their personal computers.
• Before the launch of the website’s
mobile app in 2012, Facebook became
increasingly popular as a desktop
website from year to year.

6. Online Advertising
• Facebook advertises its
platform in many different
ways on many different social
media sites.
• The company has been
millions in new television
commercial campaigns to
come out later next year.
• Facebook has dominated the
social media market through its
blazing online advertisements
that pull users back to its site.

7. Target Market
• As of January 2018, Facebook’s most
responsive demographic is 25-34
year-olds. Coming right behind this
demographic is 18-24 and 35-44 year-
olds, tied at 9% of the demographic,
per respective group.
• Facebook also caters to businesses, so
that business owners can promote
their company and draw more users
on Facebook’s platform.

8. Usability
FACEBOOK HAS BEEN EXEMPLARY IN
OPTIMIZING FUNCTIONALITY FOR USERS.
FACEBOOK ALSO HAS GONE ON TO CREATE
A HELP CENTER FOR USERS STRUGGLING
WITH THE SITE OR LOOKING FOR HELP IN
SETTING UP THEIR PROFILE OR BUSINESS
ACCOUNTS.
FACEBOOK WILL EVEN RECOMMEND USERS
SPECIFIC TIMES WHERE IT MAY BE WISE TO
CHANGE THEIR PASSWORD.

9. Search Engine
Optimization
Facebook has been search engine
optimized, Facebook will yield
different companies as the number one
result for specific keywords and
phrases pertaining to respective
corporations.
As a result of this, the company can
gather more traffic to their site as users
will spend more time on their page as
opposed to searching through Google
or Bing, etc. looking for specific
companies.

10. Analytics & KPIs
• Analytics & KPIs are quintessential to any business,
but especially this company because this information
can inform all aspects of their online presence.
• From online advertising, to social media, to websites
and usability, the analytics and KPIs information
can show Facebook what is working and what is not
amongst their users and what is baiting potential
new users in their search for a primary social media
forum.