Strategic Management of Online Social Networks for Recruitment Purposes
Added on 2019-12-03
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Factors that assisting facebook inattaining global success
TABLE OF CONTENTSCHAPTER 1: INTRODUCTION....................................................................................................11.1 Background of the Study.......................................................................................................11.2 Statement of the Problem.......................................................................................................21.3 Research Aim and Objectives................................................................................................21.4 Structure of the Report...........................................................................................................3CHAPTER 2: CASE BRIEF...........................................................................................................4CHAPTER 3: PROBLEM STATEMENT, PLAN OF ANALYSIS...............................................73.1 Statement of the Problems in the Case..................................................................................73.2 Literature Review..................................................................................................................73.3 Proposed Plan for Analysis..................................................................................................113.3.1 Problem Statement for international marketing............................................................113.3.2 Problem statement for human resource management...................................................133.3.3 Problem Statement for strategic management..............................................................163.4 Sources of Data....................................................................................................................19CHAPTER 4: ANALYSIS AND FINDINGS...............................................................................204.1 International Marketing.......................................................................................................204.1.1 7 P’s Matrix..................................................................................................................204.1.2 Growth Strategy Matrix................................................................................................214.2 Human Resource Management............................................................................................224.2.1 Strategic Human Capital Planning................................................................................234.2.2 Strategic HRM Model...................................................................................................234.2.3 Ulrich Model.................................................................................................................244.3 Strategic Management.........................................................................................................244.3.1 SWOT Analysis............................................................................................................254.3.2 Porter’s Five Force Analysis........................................................................................264.3.3 McKinsey 7’S Framework............................................................................................27REFERENCES..............................................................................................................................29
TABLE OF FIGURESFigure 1: 7 P's Matrix....................................................................................................................14Figure 2: Growth Strategy Matrix.................................................................................................15Figure 3: Human Capital Planning Process...................................................................................16Figure 4: Strategic HRM Model....................................................................................................17Figure 5: Ulrich Model..................................................................................................................18Figure 6: SWOT Analysis.............................................................................................................19Figure 7: Porter five force..............................................................................................................20Figure 8: 7's Framework................................................................................................................21
CHAPTER 1: INTRODUCTION1.1 Background of the Study Social networking sites are emerged as a part of life for majority of individuals and itattracting large set of users on their side on daily basis. It is developing as popular trends andcertainly influencing more of students and youngsters between the age group of 16 to 35 yearswho are eager to connect with their friends and family members virtually. A social networkingsite certainly permits the users to develop their own virtual profile over the site from which theyable to make friends, share photos, hang out with them by messaging, assist them in viewingprofile of their friends, and acknowledge them about the activities which their friend isundergoing and various set of information. This entailed as one of the most popular destinationover internet by the year 2011 and almost 60% of U.S. internets users visit any social networkingsites on daily basis (Lüsted, 2011). This research is conducted in order to gain the ideas aboutvarious crucial factors that essentially support companies like facebook in developing themselvesas a market leader in the social networking in a very short span. Concept of social networking sites initiated in 1997 when first social networking sitenamed SixDegree came into existence which certainly attracted around 3 million users but itgoes out of the market by the year 2000 due to lees popularity of this site among internet userwhich acts as a barrier in their success. After it, Friendster rolled in the market and caterssubsequent amount of registration in a very short span and becomes a hit in their field. Howeverdue to technical inconvenience, users finds difficulty in using it and hence its declinecommenced. But by the time, many companies like MySpace and other attend interest from largeset of audience and slowly become a leader in this regard (Tan and et.al., 2012). Till now, nosuch social media marketing came into existence and it was confined till interaction amongfriends only. However, LinkedIn was there as market leader in professional networking but nocorporate activity and advertising or marketing practice were commenced over these sorts ofsites. There were certain networking sites but it was targeting individuals that possess somethingin common such as dog owners, environmentalist users, Christian churches, rich and famouspeople etc. in case of social networking for mass audience, only MySpace was the optionavailable. In the year 2004, earliest version of facebook came into existence which was analternative to Harvard’s student directory (Barrigar, 2009).
At that time, facebook were only targeting student but gradually it become popularamong students and incorporated registration from around 800 colleges and high schools.Facebook soon after this incorporated series of facilities over their site such as news feed, minifeeds, photo sharing and tagging, open registration and other related which essentially assistscompany in catering interest from large set of audiences. Moreover, facebook ads were alsoentailed by them in order to boost their popularity and it certainly assists them in fulfilling theirobjective (Zhuang and et.al., 2013). However, there lie certain challenges in this regard such asless influences of facebook Ads among users, privacy issues, free third party applicationdevelopment by Google + and other related. But company able to get through it by entailingmore of feature such as facebook credits, facebook platform, social gaming, facebook forwebsites, better privacy concern, “like” button third party website, etc. Hence in this regard, thisresearch is conducted which certainly focuses upon identifying the effectiveness of factors andinnovation that mentioned above and also to study the factors which aiding in the success offacebook. 1.2 Statement of the Problem Since, facebook able to cater large amount of user on their side by 2011 and also offeredtough competition to other social networking sites such as MySpace, Twitter, Google+, etc. inspite of different challenges in their operations. Therefore, main problem of this research is tostudy all such factors and practices that essentially offered high success to facebook and alsosupports them in achieving growth in much shorter time frame.1.3 Research Aim and ObjectivesThe main area of focus of this research is to assess different elements and factors whichfacebook involve in their practice and its influences over their success in a very shorter timespan. In this regard, aims and objective of the research are as follows:Aim: To study the various factors that ultimately drives facebook to acquire a global success. Objectives: In order to attain above mentioned aim, underlying objective must be taken intoaccount:To analyze the international marketing practices those are incorporated by facebook thatassisting them in gaining success.
To assess the issues faced by facebook in their strategic management.To evaluate the role human capital of facebook in attaining global success.To recommend suitable strategies for the future growth of facebook.Research Questions: For better meeting with the objectives, following research question isformulated:What are the international marketing practices that are utilized by facebook which aidsthem in attaining success in the market?What are the issues that are faced by facebook with context to strategic management?What importance do human resources of facebook have in gaining success?1.4 Structure of the ReportThis research is progressed in a systematic manner and following is the structure of thisresearch:Chapter 1: Introduction- This section comprise of the brief overview of whole research andentailing areas like background of the study, aims and objectives of this research, researchquestion, etc. Chapter 2: Case Brief- This chapter considers the brief description of the situation and casestudy of facebook. Chapter 3: Problem Statement, Plan of Analysis- This chapter is entailing sections likestatement of problem, literature review for this research, proposed plan for the analysis andsource of data for this study.Chapter 4: Analysis and Findings- Data are actually analyzed in this section in order attainresults from it. Chapter 5: Proposed Solution to the Problem- This chapter is involving integrated assessment,recommendations, limitation and scope of this study.Chapter 6: Application of Learning- This portion of report is comprises of application oflearning from this research that can be applied in another organization of any other industry.
CHAPTER 2: CASE BRIEFConcept of modern social networking site first came into existence by the year 1997 withthe initiation of SixDegree networking sites that close down in the year due to fewer users overthere. Afterwards different comes in this market and captures certain amount of market up tospecific time period but unable to operate effectively for longer period due to technical andattractive features constraints. However, companies like MySpace and LinkedIn able to caterattention from larger set of internet users in mass audience and professional social networkingsite respectively and becomes market leader in their own respective field (Casteleyn, Mottart andRutten, 2009). Despite of their high growth rate, these networking sites unable to offer differentsort of marketing services to corporate clients and also not being offering any lucrative feature totheir end users. By the 2004, facebook get developed as an alternative directory to Harvard’s students butin their early days it restricted registration with ‘.edu’ email address and primarily concentratedon privacy of their users and for this they incorporate a system in which they restricted thevisibility of members to same university only. This practice of Zuckerberg certainly developedtrust in the earliest users’ of facebook. Slowly within a month, three quarter of Harvard studentregistered on this site and is awareness increases immensely. Soon after it spread in campus withinvitation, word of mouth, emails, etc. and as a result around 30 colleges were attached on thissite (Lenhart and Madden, 2007). Afterwards, more up gradation is entailed in it thatincorporated around 800 college networks in US. Facebook however, able to handle huge trafficon their site because of dedicate server of every colleges and also they restricted certain functionof viewing profile of member of same college only that also aids in managing traffic effectively(Mansour, 2012). In year 2005, facebook introduced the feature of photo sharing feature and meanwhilethey expanded their server to high schools also. These developments raised the number of signup on facebook up to 5.5 million and Zuckerberg made certain new updating in order to developfacebook as a moist popular destination for internet users. In this regard they fist entailed NewsFeed which is can be acknowledge as one of the success factors for facebook (Barnes, 2008).News feed is a timeline that displays on the homepage of users and it reflects the activities whichuser’s friend is doing. This involves status, photos, liking of certain pages, in friendship withother person, etc. These features certainly help company in boosting interest from wide range of
users. They also entail mini feeds in which users can able to gain all feeds of any specific usersthat offer high amount of convenience to them (Cohen, Manion and Morrison, 2007). However,this offer certain amount of challenges to company due to no privacy concern over news feed.For this company entail a privacy system after the launching of news feed. After this, company expanded their member base and it goes for open registration inwhich user from any part of world can sign up on facebook without any restriction. This boostedtheir members in a very shorter time span but still it was not close to the users of MySpace.Company after this involved Facebook Ads on their pages that can actually display ads and alsocompanies can make their own page in order to conduct better marketing campaign (Bateman,Pike and Butler, 2011). This boosted the revenue of company but due to less influence of theseadvertisements over active user offer cautions to corporate clients and hence results in challengesfor the company. However, they continue to evolve this concept in order to gain more ofattention from their corporate clients and for this they entailed concepts like Ads for Pages, Adsfor Events and other related. Moreover in year 2007, “Facebook Platform” was introduced by facebook in which thirdparty developer can develop an application for facebook in order to gain attention from large setof audiences. These were a great success and company able to attract more set of individualsfrom other social networking sites. Additionally they entailed social gaming in this regard inorder to get rid of 100 million users of MySpace (Ryan, 2011). In this field, games wereintroduced by Zynga like Texan Hold’em more other attractive games i.e. FarmVille andCityVille which cater interest from millions of users and certainly boosted the usage of facebookenormously. Facebook credits and virtual coins aid in this and its increases the revenue ofcompany so forth. However, there were only few users who actually purchased coin but stillthey able to cater huge revue in smaller time period (Partridge, 2011). Next step in this regard was development of facebook for websites in which differentwebsites can be accessed with the help of username and password of facebook and also activitiesdone by user friend over through party website can also be viewed. This boosted the trend andawareness of facebook in different countries over a period time and certainly helps facebook ingaining more of sign up. In addition to this, company also involved ‘Like’ button over variousthird party websites which posted on behalf of user over their timeline. These also aids in theboosting of member for facebook (Liebowitz, 2007). Additionally, latest flexible privacy concern
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