The paper 'Social Technologies and Globe Business 'is a wonderful example of a Business Essay. Business operations define a customer as an individual who pays to access services and products. This means that when an individual is not paying for a product or a service that he or she can access then the said individual is a product, not a customer. Social media platforms such as Facebook operate to provide their users with free services (Lumban et al 2013, p. 43). This explains why about 95% of Facebook users access the service without any pay.
The question that may be generated for this assumption revolves around the source of finances that Facebook uses in maintaining its operations (Lumban et al 2013, p. 43). There have been claims that advertisements and other promotional initiatives by different companies on Facebook are the major sources of finance. Inasmuch as this assertion may be factual, it does not provide sufficient information that can be used to authenticate billions of dollars that Facebook generates from its services. This means that Facebook uses its users as products to be sold either directly or indirectly to companies, which seek to advertise or sell their products on the online platform (Beech 2015, p.
34). The product that Facebook possesses is personal data, which is derived from the users’ profiles. This makes up part of an enormous database which when sold to advertisers can be used as a source of finances for Facebook and as a marketplace for the advertising companies (Treadaway & Smith 2012, p. 13). When advertisers receive the target group from Facebook user profiles, they are able to develop relations and identify specificities about which users to use as targets for specific products (Cambria et al, 2011, p.
13). The articles that an individual reads on Facebook, the website he or she likes, and the video that are accessible on this platform are part of the information stored in a massive database (Beech 2015, p. 44). Being a social networking website, Facebook has the ability to acquire information about its users. This information enables them to build even more detailed profiles about the users (Smith 2011, p. 21).
It is important to note that the databases build by Facebook are not part of disconnected silos of information but a platform that this company uses to enhance its surveillance and information about a specific user, the most frequented sites, personal details and their likes and preferences (Cambria et al, 2011, p. 14). Other than the creation of a massive database, Facebook not only provides a platform for communication it is also a business platform used to sample different users in the form of target customers (Pride 2012, p.
290). Different organizations target individuals whose demographics vary in terms of age, location, gender, and level of education among other aspects. For an individual to be subscribed to a social media site such as Facebook it is often a requirement to give personal details including these which are presumed to be private (Lynn 2014, p. 9). This information is often used in categorizing and differentiating potential clients for advertising agencies to target. On Facebook, it is possible for an advertiser to develop products or an ad that targets 35-year-old women with an interest in hiking and live in a specific city.
This is the kind of targeting that advertising agencies desire to engage in. it is more profitable in terms of its ability to sieve that target customers for a product or service selling company (Beech 2015, p. 60).
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