FB MArketing and Advertisement through data mining, Data Captured by FB, Data Mining operations performed to create users profiles with the help of third-party data brokers, Transformation from web-based social networking stage into an income creating indicator of slant based markets

1. Facebook
&
Data Mining

2. About Facebook
● Facebook was founded in 2004 by Harvard Student Mark Zuckerberg with
the help from his friends Dustin Moskovitz and Chris Hughes.
● Facebook’s mission is to give people the power to share and make the
world more open and connected.
● Facebook is a free service that allows you to create an online page to
connect with friends, family, or make new friend with anyone anywhere
and socialize.

3. About Facebook
● Facebook has been able to successfully collect and organize user data,
transforming user information into targeted advertisements.
● To mitigate any privacy issues, Facebook might consider more transparent
policies, which clearly state that the information provides on the Facebook
platform can and may be shared with third parties for profit.
● Facebook’s ability to successfully organize a user’s information and activity
opens a new revenue stream known as data mining.

4. FEATURES:
❏ Building global community
❏ Marketplace
❏ One click sign-up
❏ Live broadcast
❏ Money Transfer
❏ Create Polls

5. Data Mining & Facebook (OverView)
“Data mining is the process of discovering patterns in a consumer’s online
behavior, habits and preferences “
• Collects User Data
• Organizes User Data
• Transforms User Data to Targets

6. What Data Is Collected
Onsite Data
• Personal Info
• Posts, Photos
• Location and Dates
• Content Posted on your wall
• Groups and people you are connected with
• Payments information
Offsite Data
• Device information
• Third-party websites and apps associated
• Browser Session

7. How is Data Mining actually good
• Customer Analytics for Businesses
• Selling Goods
• Online Shopping
• Air Tickets
• Education
• Job Search

8. Customer Analytics
“Mining of search
data can be used for
customer data
analytics”
Customer Retention - Targeting existing
customers based on their social media
interests and search history
Customer Acquisition - Acquiring new
customers based on the customer
searches and interests

9. Online Shopping
● Personalized Recommendation
based on the user’s search history
● Facebook could collect the
information and sell it to the
advertisers
● Free of cost

10. Airline Tickets
● Data mining related to Travelers
travelling patterns and
Hometown airports
● Location and Dates data
● Genuine deals and specific deals
● Free of Cost

11. Education & Job Search
Free of Cost
More Outreach and
Connectivity
● If a student “likes” a page related to a
University, he would get suggestions
of many other universities based on
the courses he is looking for, based on
the location data
● Facebook could connect the Job
seekers and Recruiters, based on the
user personal data like education, age

12. Safety Check
● Pinpointed ambulance and fire
service response.
● Was used as a medium to identify
areas which are still unsafe in order
to find the attacker.
● News directed right from affected
area by individuals, making it harder
for news channel to fake information.
● Facebook Live feature used by
affected people helped to catch one
of the attackers.

13. Photo recognition
● Violent protesters in Antifa parade
in year 2017 were traced using
Facebook photo recognition.
● Criminals who went underground
for years were identified.
● The found personnel were closely
monitored, resulting in find of a
bigger drug racket.

14. Data Mining Tools
● NodeXL: NodeXL Basic is a free, open-source template for Microsoft and its main use is
Graph analysis, Graph Visualization, Data Import, and Data Representation
● Netvizz: It’s a Facebook application that exports the variety of data files in common
formats for a variety of section of the Facebook platform.
● RFacebook: Rfacebook package in R provides functions that allow R to access
Facebook’s API to get information about posts, comments, likes, group that mention
specific keywords & much more.

15. Data Stats
• Worldwide, there are over 2.13 billion monthly active Facebook
users, 14% increase since last year
• There are 1.15 billion mobile daily active users, increase of 23% year-
over-year
• Like and Share Buttons are viewed across almost 10 million times
• Five new profiles are created every second
• Facebook users are 76% female and 66% male
• There are 83 million fake profiles
• Every 60 seconds on Facebook: 510,000 comments are posted, 293,000
statuses are updated, and 136,000 photos are uploaded
• 50% of 18-24 year-olds go on Facebook when they wake up
• One in five page views in the United States occurs on Facebook

16. Conclusion
● Facebook is in a prime position to change from a web-based social networking stage into
an income creating indicator of slant based markets.
● Facebook began as a stage for clients to interface with companions, and rapidly
developed into a standout amongst the most went to sites on the planet.
● The suggestions are conceivably interminable with the developing number of clients
Facebook has and the gigantic stockroom of information, which can be examined.

17. Bibliography / References
• Solberg, L. B. (2010). Data mining on Facebook: A free space for
researchers or an IRB nightmare. U. Ill. JL Tech. & Pol'y, 311
• Bozkır, A. S., Mazman, S. G., & Sezer, E. A. (2010, September).
Identification of user patterns in social networks by data mining
techniques: Facebook case. In International Symposium on
Information Management in a Changing World(pp. 145-153).
Springer, Berlin, Heidelberg.
• Virginia, M. (2018, January 3). Facebook and Data Mining. Retrieved
from https://turbofuture.com/internet/How-Facebook-Collects-
and-Sells-Your-Data