Facebook was created in 2004 by Mark Zuckerberg as a social networking site for Harvard students. It quickly expanded to other universities and reached 1 million users within a year. By 2006, Facebook accepted any users over age 13. Today it has over 90 million active users and has proven effective for marketing. Facebook has continued evolving to make sharing information easier and establish real user identities. Mark Zuckerberg says Facebook is touching on trends in how communication is changing and how the company can adapt.

1. INTRODUCTION OF FACEBOOK
Facebook:-
Facebook was created in 2004 by Harvard student Mark Zuckerberg. The website was intended to be
an online version of the University's printed Facebook, a directory of new students. At that time,
membership to the website was limited to Harvard students only. In a month's time, Facebook grew to
include other Ivy League students as well, and within a year had over 1million users. By the end of 2005,
Facebook expanded to include, first, a network of 800 colleges and universities, then high schools, and then
international students. In time for the fall semester of 2006, Facebook began accepting membership of
anyone over the age of 13. According to Face book's the social networking site currently has over 90 million
active users. Facebookhas proved to be one of the most effective tools for marketing the past few years
,facebook not only has the ability to connect to large number of people but also to correct people’s
perception towards facebook is very limited that it is for only kids and younger generation how ever these
views has changed as facebook has more uses than it is supposed to have and especially for marketing,its
apps,games there is something for everyone in facebook infact facebook has forced people to be its users
by its wide uses over the years facebook also changed itself according to time and tastes of people

2. SWOT Analysis of Facebook
STRENGTHS:
• One of the top leading social networking sites
• Easy to use and attractive for new users over its competitors like twitter
• Large number of users
• Large number of attractive internal and external apps
• Integrated app for leading mobile OS like android, windows and IOS
• Frequent updates
• Can be translated in more than 70 languages
• Destination for companies for marketing and advertising
WEAKNESS:
• Adding apps and games to Facebook is definitely a pro for the company but at the
same time scope for spamming has increased over years
• Security issues even constitute company’s weaknesses
• Proper feedback isn’t given to the users over their issues
• Advertising is almost impossible through Facebook mobile app where there are lots
of people using Facebook through mobiles these days
• Weak CTR(click through rate)
OPPURTUNITIES:
• Facebook has a large number of users that no other social networking sites which
could be a great opportunity for companies to conduct surveys and polls about their
products
• Facebook could try to better it’s security to its users
• Facebook pages are easy to find and create which would assist the companies to
create a page for their company or product which would act as an introductory
phase and reach to their target customers globally
• Facebook could consider reaching more people by introducing apps for mobile app
too
THREATS:
• Again facebook’s major threat comes in its privacy and security measures, time and
again photos or some private stuff of millions of users has leaked over internet
especially of its female users and the company should make its security measures
more specific and tight

3. • Lot of social networking sites have come into act and trying to take its position and
Facebook cannot deny the threat from them no matter how small the competitor
might be
• The major part of the users of Facebook comprises of young generation and
Facebook can’t afford to lose them and they should be kept away from getting
attracted to other sites by regular update and development of the sites which
already being done by the team but they should do that more often
Discussion Question No. 1:
Q.1: In what way can attributions error cause problems for Mark Zuckerberg as he wrestles with decision that will
determine the future of Facebook ?
Ans:- There’s a lot happening at Facebook these days. From advertising to payments, search to mobile, platform to
privacy, Facebook has teams working on a spectrum of products to serve the company’s 200 million active users 100
milion of which log in every day in the years ahead.
Since Facebook was founded in 2004, it has repeatedly evolved to make it easier for people to share & consume
information in trusted & more efficient ways. Facebook has always focused on establishing real identity & user profiles,
& that identity continues to be foundational for all of the company’s products & monetization plans today.
With all of these changes in the core product alone not to mention advertising, mobile, & many changes to platform
where is Facebook going next? Mark zuckerberg says there are a bunch of aspects about how communication is
evolving that are big trends in world some of which we’re touching, & some of which are just broad that we’re not
affecting but that we adopt.
Discussion Question No. 2:
Q. 2: What personality types does Facebook most appeal to, & how does that affect its potential to broaden &
diversify its user base?
Ans:- In a study conducted it is observed that most of the facebook users are shy but that could be an out dated
interpretation because facebook has reached a large number of people than any other social networking sites these
days and has people with wide personality types as its users still there are chances to diversify its user base by creating
more oppurtunities to marketers, and tightening the security to ensure female users more freedom on facebook which
has been a issue these days
Discussion Question No. 3:-
Q. 3: Sheryl Sandhberg is certainly under a lot of pressure to succeed in her new position at Facebook, what are the
most significant stressors that she most likely faces, & how would you advise her to best deal with them?
Ans:- Sheryl sadhberg is an American business woman graduated from Harvard business school and is appointed as
COO of facebook in june 2012 being the first women to be a member of board of directors first of all she has to prove
her self in the company to prove her existence and capacity and she now has to direct the company to withstand the
stiff compition and develop the company the company’s image and she has already started measures for that
reportedly she has sold shares worth $90million in 2013
Reg. No.:11310254
Name: Utkarsh Saxena
Course: MBA