Facebook And The Effects On People, Social Media Advertising and Mobile Phones

by stevevboy (student)

University Degree Business and Administrative studies

000507060 Stephen Fahey

Facebook and the Effects on People, Businesses & Technology

(Fail book , 2011)

Table of Contents

1. Introduction…………………………………………………………………………..4

2. The current Facebook and its effects on humans………………………………..5

3. Facebook and its uses for Social Media Marketing……………………………...7

4. Facebook and its effects on mobile phones………………………………………9

5. Conclusions…………………………………………………………………………12

References………………………………………………………………………………….14

INTRODUCTION

Facebook has been a global phenomenon in many different countries. Facebook is an online social network where people connect through talking to each other online. This essay looks at some of the benefits and downsides Facebook has on people, social media advertising and mobile phones.

Mark Zuckerberg was in his early twenties when he first launched The Facebook from his dorm at Harvard University in 2004. Mark Zuckerberg`s goal is to create an online version of everyone lives across the world (Hempel & Kowitt, 2009). Facebook is a new form of communication and many people seem to now hold the power of the social network site. The benefits and disadvantages of the relatively new company bring to society are yet to be explored. However, this makes Facebook a fascinating topic for this essay.

Facebook has become so powerful it is now a regular part of our lives. Facebook allows users to be editors, producers and distributors all in one. Are people in today’s world all becoming exhibitionist? Facebook has changed how people communicate, how businesses sell products and even how companies manage. (Kirkpatrick, 2010). Facebook could then be argued to have a significant impact on many people's lives.

The first section of this essay explores the effects Facebook has made on humans. The second section of this essay will examine social media advertising through Facebook and the last section will explore how Facebook has made an impact on mobile phones, as well as a conclusion.

2. THE CURRENT FACEBOOK AND ITS EFFECTS ON HUMANS

Many people now want to communicate through Facebook. However, there are signs that indicate Facebook has a negative impact on relationships. According to the journal of Cberphsychology and behaviour, “Facebook may be responsible for creating jealously and uncertainty in romantic relationships “(Muse et al, 2009). Facebook could then be argued to have a negative impact on society. This is through the risk that whilst many people interact with the social network, they do not see the damaging effects if they are in a relationship.

Consequently there may be some positive effects Facebook has on humans. The co-founder of Facebook Mark Zuckerberg has made a tremendous impact on modern society, and in particular “Facebook could become as indispensable as a household utility “. Facebook as made a positive impact on families and friends, sometimes saving marriages (Miller, 2010). Therefore, Facebook may have a positive impact on society. However, this is only slight evidence to suggest such a claim. More original research may have to be conducted in order to make a valued analysis. This study will however, investigate some minor effects Facebook has on humans. Furthermore human beings live in a society where Facebook is becoming a daily routine.

There could be more evidence to suggest that Facebook does indeed put a positive impact on humans. Mark Zuckerberg first launched Facebook in his room at Harvard University. It has since become popular amongst many colleges and college students. Facebook could help new students cope with university life. According to Kalpidou et al (2011) Facebook has a positive influence on a student’s well-being through them being able to keep in touch with their peers. Universities and colleges may then encourage the use of the social network site. Facebook may "in fact" become an online study tool for many students. Furthermore, Facebook becomes a positive impact to society.

This essay in this first part has identified two main areas that Facebook may actually leave a positive impact on society. These include education and saving marriages. What would be the effects of Facebook extending these positive factors through health? The Department of Health and Human Services is in talks with Facebook to start a new Facebook program that helps people produce and seek help following an accident. The application involves a Facebook user to invite three friends to get contacts in support of a disaster (Professional safety, 2011). This could be good news for many Facebook users and society itself. Facebook would seem to increase its impact on humans through this new application and bring benefits to using the social network site. Furthermore, Facebook has a positive impact on humans.

By contrast though there may be some negative impacts Facebook has on humans. There are reported cases that Facebook has contributed to employees getting the sack. A case in America details a medical worker who got the sack after they posted an angry and mocking descripting of an argument between them and their supervisor (George, 2011). This case enthuses the power Facebook has if used in appropriately by employees. Furthermore, Facebook becomes a negative impact on society through the risk that more employees may use it to express their anger at work.

There is more evidence to suggest that ...

This is a preview of the whole essay

There is more evidence to suggest that Facebook has a negative impact on humans. Information about people’s personal life can then be viewed on Facebook. The process to which Facebook users are able to tag people in photos is even more alarming. Tagging means that if someone takes a picture of you they can store that image on their mobile phone for example and upload it straight away on Facebook for the whole world to see. Tagged photos have landed some Facebook users in hot water personally and professionally (Collins, 2010).

Relationships breaking up may just be the start of the negative factors Facebook has on humans. The online social network could be used in a negative way to arras or bully people. This may be achieved through cyber harassment. Facebook have increased methods through which bullying takes form and causes harm to children and teenagers (Meredith,2010). Facebook could then become a manner to be able to intimidate people. This could be a serious concern for many schools and colleges. Schools and colleges may find it difficult to stop cyber harassment. To end Facebook has a negative impact on society.

However, there is more startling evidence to suggest Facebook is becoming a real negative impact on humans, especially teenagers. In Brock`s ,(2007) study, 8% exaggerated their alcohol or drug use in Facebook posts. Users on Facebook may not perceive themselves of people that are not. Teenagers may consider this activity has harmless. However what happens when potential employers search applicant's profiles for employment purposes. Teenagers may then begin to strive to obtain employment with prospective employers. To conclude Facebook becomes a growing concern to humans and places a negative impact on society.

Facebook has had positive and negative impacts on humans across the globe. The future of Facebook could be restricted by governments. This would be a desire to limit adverse effects Facebook imposes on people. On a positive impact, businesses have been able to capitalise on social media marketing.

5. FACEBOOK AND ITS USES FOR SOCIAL MEDIA MARKETING

There is a new advertising medium that is being widely used by businesses of today, social media advertising. Social media can be defined in relation to the former media paradigm (Zarella, 2010). Social media can come in different channels like social networks that include website`s like Facebook and LinkedIn. Businesses manage social media sites like Facebook to promote their businesses. Social media advertising is still developing in the advertising industry. More and more businesses are advertising their business on websites like Facebook and you tube. "Social media are not going to go away. Companies must change their plans to incorporate the new way of communicating to avoid being left behind in the market place "(Brown, 2010, 154). Using Brown`s approach businesses may begin to integrate their organisation more with Facebook and strengthen social media advertisement`s.

Firms are now referring to social media marketing has the digital marketing advantage. Powell et al (2009) suggests that the Internet is an essential part of our lives. Businesses may then turn to recruit more social media marketing. In contrast to Powell et al (2009), Holden (2008) states that recent research by TNS Media Intelligence found that only 18% of marketers saw social networking has a new marketing tool. This suggests that Social media advertising has its limits in terms of competitive advantage to a firm.

However, there is still strong evidence to suggest that social media advertising does provide an organization a competitive advantage. Businesses need customers to develop and grow. Social media advertising acts has the word of mouth marketing. Business today may need to adopt this new type of marketing. In his book The New Influencers, Gillin (2007) points out that "Conventional marketing wisdom has long held that a dissatisfied customer tells ten people. But that is out of date. In the new era of social media, he or she has the tools to tell 10 million "(p. 4) Using Gillin`s approach to social media, Facebook could become a distinctive and successful marketing approach for many business.

However how do managers of marketing increase the ability to use the word of mouth marketing through Facebook? Companies may be able to determine online discussions through Facebook to increase sales of a product or service. "Facebook groups and other forms of online communication have sprung up around Steven Spielberg`s movie Indiana Jones and the Kingdom of the Crystal skull, and other films " (Mangold & Faulds 2009, p 361). Social media advertising may then be thought more by businesses as a worthwhile investment.

This section of the paper has identified some key benefits of social media advertising. These include increased word of mouth marketing which is proven to be successful and the fact that businesses should adopt the new advertising media, otherwise they may fall behind in their trade according to Brown (2010).

However there could be some disadvantages of using Facebook has social media advertising by businesses. Businesses may be concerned about how much money to spend on commitment to users that any information obtained from them will not be misused (Hensel & Deis, 2010). Businesses may then face an uphill battle to gain customer loyalty. Furthermore, businesses may be more careful in using Facebook has social media advertising.

Whilst privacy settings on Facebook may involve potential customers, the advertising industry itself may be suffering some disadvantages through social media advertising. Although more and more businesses are increasing the use of social media advertising, some non-digital agencies are being left behind in the industry. "Angelique Krembs, marketing director of Pepsico`s Sobe brand, opted to work with only shops that specialized in digital PR, or promotional work, excluding all generalists firms " (Sacks, 2011). Furthermore, small businesses may allow has they see a decrease in clients through the social media advertising dominating the industry.

Therefore Facebook has a negative impact on the advertising industry. What will happen in the Future of advertising? The advertising industry has already seen a shift in the way businesses advertise their businesses, through social media advertising. Small business may find it hard to open up has they just don`t have the money resources to advertise on Facebook.

However, small businesses may not only be the ones suffering from the new social media advertising boom! Even large businesses that have used social media advertising have failed in their product promotional campaign. Tropicana suffered a significant defeat in re-branding its products in 2009. The public did not like the latest packaging and has a result they revolted online with Facebook pages (Edic, 2010). This case shows an example of the dangers of trying to brand a product with Facebook. Therefore the success of social media advertising becomes limited, consequently even large organisations like Tropicana may think twice before using social media advertising.

Businesses have done well to understand the benefits of social media advertising; consequently Facebook has made a substantial impact on advertising. However, Facebook has also had an adverse effect on mobile phones. Many mobile phone users have Facebook pre-installed on them. Facebook users can now integrate with the social network site whilst on the move. Therefore, the next part of this essay will look at the effects Facebook has made on mobile phones.

4. FACEBOOK AND MOBILE PHONES

Facebook has managed to increase its presence in the mobile phone industry. Facebook chief executive Mark Zuckerberg put the number of mobile users to 100 million in April 2010 (Warwick,2010) This could mean that mobile phone manufacturers have started to work closely with Facebook. Microsoft has been committed to consolidating their technology with Facebook’s through the development and distribution of Windows phone. Woyke (2011), details that Windows is creating a new phone that will present its users to create conversations in Facebook and remain in messaging. More mobile phone users may now be able to access Facebook through the integration of Facebook and Microsoft.

Facebook has also been able to integrate with other large mobile phone manufacturers. "Facebook is in discussions to incorporate its features into phones from Nokia (NOK), the world's largest cell-phone maker" (Kharif, 2008). This demonstrates that Facebook is increasing its presence in the mobile phone industry.

Therefore, Facebook may even start to determine what type of mobile phones, manufactures produce. Facebook has started a new direction for mobile phone manufactures to introduce what is known as "Social Phones ". Social phones are much different to smart phones has they do not have has much features. However, they do allow users to have access to sites like Facebook through their standard interface and more. Additional features on social phones include; accessing photos and text messages separately from their phone.

By contrast though these new social mobile phones sold by manufacturers may not be using such breakthrough technology has smart phones. They are competing against smart phones on a from an individual customer perspective. Mobile users may then be targeted through their behaviour, has the new social phone is targeted to people using social network sites such has Facebook. According to analyst Ann Salz of Msearch Groove, "the phones focus on behaviour is a step in the right direction. The industry tends to think technology is the differentiator. When actually, it`s a very clear focus on the consumer and an alignment with customer behaviour that`s the difference " (Schiller, 2010) The future of smart phones being produced may decrease in the future and Facebook makes an immediate impact on the mobile phone industry.

However what does this mean for mobile phone users? People may spend more time using social networking sites like Facebook and less time actually calling people. This trend could be either positive or negative. From a positive point of view Facebook is increasing its brand image through more presence on mobile phones. However from the negative point of view, people may now spend too much time on their phones. Many mobile phone users may become addicted to their phones through accessibility to Facebook.

Addiction to using a mobile phone could be dangerous. According to Takao (2009) addiction to using a mobile phone can lead to a low self - esteem. Although Facebook may not turn out to boost mobile phone service, the sheer popularity of the social network site increases the number of people on mobile phones. With increase numbers of Facebook users on mobile phones the future could see a global society with a low self-esteem.

However, although Facebook may introduce some negative impacts on mobile phones users, the company itself is expanding even further into the mobile phone industry. Facebook has started to take increased usage of their website in India. Kirthiga Reddy, Facebook`s Director of online operations and head of Indian Office, states " There are more than 200 million active users currently accessing Facebook through mobile devices, globally. Compared non mobile phone users, people who use Facebook on phones are twice as active "(Kumar, 2011). This maybe a real breakthrough for Facebook has it comes closer to reaching its objective to creating an online digital world.

Therefore Facebook makes a strong influence over mobile phone users and perhaps more mobile phone manufacturers will certainly integrate with Facebook. It would seem to be a winning formula to for mobile phone manufacturers to pre-install Facebook.

By contrast Facebook is also using its flexible user market to promote special offers to people. A new feature called Facebook Places launched in 2010, allows users to share their location with their friends, when they sign in on Facebook if they are in shops and restaurants. Facebook allows businesses to reward users who often sign in at their location (Parsons, 2010) although this may be a savvy marketing tool it clearly identifies the impact Facebook has on mobile phone users and manufactures. This may even encourage people to use Facebook on their phone through such rewards. Furthermore, Facebook has a strong influence on mobile phone users and manufacturers.

However, it is not all positive for mobile phone users. Although Facebook is being used more by mobile users this may create an opportunity for more cyber bullying. For example a bully in a secondary school could target an individual in a school through Facebook. Consequently companies have taken the first crucial step to combat cyber-bullying. " Fourteen digital giants including Vodaphone, Orange, O2, Facebook, Myspace and Google are to launch the first joint initiative to combat mobile phone bullying and abuse "(Cooper,2008). This shows that the mobile phone industry and Facebook are working together to prevent cyber bullying. However, still suffers a negative impact through the integration of Facebook.

5. CONCLUSIONS

Facebook has undoubtedly made an impact on mobile phone users and manufactures. Facebook has certainly taken advantage of the mobile phone market by allowing manufactures to put Facebook on their phone. From a negative stand there are small signs of evidence to suggest Facebook on mobile phones is not so appetizing. This study identified evidence that Facebook on mobile phones is an beauty tool cyber bullying. Although Facebook is not the main contributor to cyber bullying it is having an impact on this topic. Therefore there are pros and cons of Facebook in the mobile phone industry. This essay has only briefly looked at the effects of Facebook has had on Mobile phones. Further research to determine any adverse effects on society itself through Facebook and mobile phones would need to be conducted.

However, the story of Facebook and social media marketing would take a positive one from the findings of this essay. The story of Facebook and social media advertising is a successful one, from the business point of view and many businesses would be wise to incorporate this type of advertising. It would seem a straightforward success means to advertise on Facebook. However, the way in which companies operate about this and how much money is invested is another obstacle. Furthermore, not all businesses may decide that social media advertising is the right their business.

While social media advertising has been a fascinating study in this essay, the effects Facebook has on humans themselves has been even more intriguing. Facebook is not just a social network site it has the power to influence how people behave and live. This may worry some individual's, as the site is all about people's lives online. Many people seem to embrace the power of Facebook and the founder of Facebook, Mr Mark Zuckerberg wins in creating an online digital world. However," what is more" problematic and concerning is this study shows some slight indications that Facebook has a negative impact on humans. There are dangers of using Facebook, and whilst this study carried out no original research to support this statement. The following paper will examine the effects of Facebook on humans.

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