Dynamic Strategy: Facebook Stakeholder Analysis Report (MBA501)

This report offers a comprehensive stakeholder analysis of Facebook, examining its vision, mission, recent developments, and the challenges it faces. The report begins with an introduction to Facebook, discussing its core values and the dynamic nature of the social media landscape. It then presents a stakeholder view model, identifying and describing various stakeholder groups, including owners, employees, customers/users, and government entities. The analysis delves into the specific stakeholders within each group, evaluating their influence and power. Furthermore, the report provides a detailed stakeholder analysis for four selected stakeholder groups, exploring their behaviors, motivations, and potential for cooperation or conflict. This includes an examination of the roles of advertisers, users, and government associations. The conclusion summarizes the key findings, emphasizing the importance of stakeholder relationships for Facebook's success. The report is based on the provided assignment brief and references relevant academic sources.

DYNAMIC STRATEGY AND
DISRUPTIVE INNOVATION

Executive summary
This report undertakes to view the vision, mission, and the organisational current development
during the enhancement of stakeholders. The report highlights several challenges faced by the
Facebook, the related industry trends, and its influence on promotional conductions of company,
who actually uses platform. It is seen that the stakeholder analysis is evaluated on the basis of
few traits such as potential cooperative, actual behaviour and the competitive threat. The
measure of competitiveness depends on power, which is imposed with certain level of
stakeholder operation and level of interest. A stakeholder influences the business in one or the
other way. The found stakeholders are viewed as customer’s user promoter advertisers,
government association, and competitors. Facebook allow the users to access the e commerce
link by both web interface and by using a Facebook application, which allow them to connect
with the world. Certain of the current trends associated with Facebook includes honest
engagement, enablement of sales, AI, and customer care service. The particular social media site
is heading towards the phase where it can get highest income by advertisements as the customers
have the sense of trust for the brand.

Contents
Executive summary.....................................................................................................................................1
Introduction.................................................................................................................................................3
Stakeholder View........................................................................................................................................4
Stakeholder Analysis for four different prior stakeholder groups................................................................5
Conclusion...................................................................................................................................................8
References...................................................................................................................................................9

Introduction
In this particular report, the view of stakeholders about Facebook and associated analysis based
on their priority will be discussed. Facebook has been introduced by Mark Zuckerberg as the
social networking website (Martin, 2017). While describing the shareholder of Facebook
according to the ownership, it has been identified that till January 2013, many shareholders are
according to their position in their possession for example employees of Facebook s for nearly
25 per cent, Accel associates for around 11.4 per cent, the Dustin Moskovitz for nearly 7.6 %,
the Sean Parker for four per cent, Peter Thiel for nearly 2.5 per cent, the Digital technologies for
5.5 %, and the Elevation Associates for 1.5 %. This social networking site has always remained
famous with around 1.52 billion or more daily users, and become one of the worthwhile
technological area stocks for different shareholders after producing a 373.9 per cent return from
its IPO. This social networking site has become the fastest growing site and reached to $250
billion valued near market capitalization and increases till $472.79 billion, while attaining the
marking by means of three IPO (Vorvoreanu, 2009).
Setting the connection among family, friends and other individuals, Is the main vision of this
social media site. Facebook can be used to get the news about the world and explore different
events, although the customers must update them before sharing o tither people (She and
Michelon, 2019). One of the main goals of Facebook is to delegate individuals, which can help
in creating the world and connect people more easily (Van Wissen and Wonneberger, 2017).
While demonstrating the culture the vision and mission work as the motivation for the
employees. With the recent development, the organization is now concentrating towards
increased reality, video metric modernizes, value optimization, and tool to make videos.
Facebook also experiencing some challenges, for example the government is creating problems

for the site and reducing the trust of people. Security and the privacy related changes are also
faced by Facebook (Luarn, Lin and Chiu, 2015).
Stakeholder View
Different stakeholders involves in almost all the organizations depends upon how the industry is
working and associated related operations. However, Facebook involves different group and
organizations that are effectively taking part in the success of the business (Van Wissen and
Wonneberger, 2017). Stakeholders are the one who can intentionally keep their area of attention
for one business, and their action can directly or indirectly impact the actions of the company.
Roles and the duties of the shareholder are based on the services according to the operation of
the company (Robinson, et al., 2015).
Owner
In the company, Owners are the main stakeholder including mutual funds, and the institutional
shareholders. In case of Facebook “Mark Zuckerberg” is the founder and is the main face of the
site. It includes stake and shares of two different individuals and their involvement in decision
making can affect Facebook operations (Van Wissen and Wonneberger, 2017).
Employees
Facebook has nearly 30,000 employees and CSR interest affect their career growth and
reimbursement. Is been identified that the employees of this social media site has 25 per cent
shares in tenure. For instance- Michael Schroepfer who is working as the technological officer in
the company become the Sixth largest stockholder of Facebook. He has been playing an
important role in evaluating the CSR of the organization. The efforts of employee’s shows in
relation to the CSR Company are satisfy with them (She and Michelon, 2019).

Customers/users
the number of these stakeholders is high as the organization provides their special media services
to billions of user, and they have the highest CSR and priorities associated with citizenship (She
and Michelon, 2019). As the Stakeholder highlights business citizenship with the achievement of
their objectives and vision by using social platform, Customers has become important
stakeholder for CSR. For example- costumers are attracts towards the displaying services of
corporates through advertisement and the Advertisers provide huge payment for advertising their
content on the site. This ultimately increases the consistent growth including the user’s base
(Bonsón, Royo and Ratkai, 2017)
Government
As there are different rules and regulation imposed on social media opera iron, government has
emerged as the important stakeholders. For the Development of strategies and benefits, political
stability is necessary. Strategies associated with CSR include involving the government is
important for the constant support and collaboration (She and Michelon, 2019).
Stakeholder Analysis for four different prior stakeholder groups
Influence/power of stakeholder- In order to define the reasons, effectiveness, and stakeholder’s
behaviour related to share the negative and positive reviews, the application of stakeholder
analysis is necessary, as the negative behaviours like cunning nature, and negative attitude can
affect the goodwill of the organization negatively. Competitors, organizers (advertisers), users,
and the government are the four different stakeholders involved in the matrix (Haigh, Brubaker
and Whiteside, 2013).

The stakeholder involvement depends on the transactions in the business. This is discuss the
related behaviour, coalition (partnering) and motives.
Undertaker of the promotional activities
Facebook offers several options to the advertisers, which can help to enable the targeting of the
specific people on the platform. The behaviour of the promoters can be analysed on the basis of
using the platform as a method to reach to the maximum audience. The aim of the promoters is
to generate maximum sales and income with the help of inducing the users by creating several
pages and also the groups on Facebook. The collaborating is to comply with the users and the
customers over the social sites with an aim to sell the products and services and also maintaining
long term relationships.
Government association

The potential cooperative and motive of government association is to monitor whether they have
been performing according to the laid rules and regulations when it is needed. The Facebook`s
CSR enforcement accomplish by negotiating with government association when it is related
security and privacy issues. This stakeholder group undertake for obedience for Facebook with
some new rules and regulations. Government undertakes behaviour that is perceived as important
rules and regulations. The company has been associating with assurance collaboration ensuring
to sustain and keep the customers updated by providing them access to Facebook with the use of
safeguarding user`s privacy.
Facebook users
The motive of this social site is to enhance the user’s traffic where customer base is necessary so
that maximum advertisements can be useful to them. A potential cooperation is related to
communication and interaction to Facebook users and looking after the platform as cost effective
means. Apart from these concerns, it will directly seek to bring families and friends with the
assistance when comparing goods and services with e-commerce markets. The aim of Facebook
users is to foresee the feelings and the messages on Facebook and finally communicating with
the family and posting their stories on the timeline with an aim to share motivations, messages
on Facebook and communicating with friends and their posting on stories on timeline with aim
to update life status. The organisation brought media options and enable gaming facilities to
spend time. With coalition of Facebook, Facebook users platform availed by customers to buy
varied products and services in future and it avails opportunity to start self-business on
Facebook. Users look after platforms as a motto of cost effective means.

Conclusion
From the discussion, it can be evaluated to foresee that Facebook users, government, advertisers
and competitors, which acts an important business operators and it is also responsible for success
of Facebook. This stakeholder group of potential cooperation, competitive threat, and actual
behaviour can help to enhance the organisational performance.

References
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municipalities: An empirical analysis of activity and citizens’
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presented and its impact on stakeholders. Corporate Communications: An International
Journal, 18(1), pp.52-69.
Luarn, P., Lin, Y.F. and Chiu, Y.P., 2015. Influence of Facebook brand-page posts on online
engagement. Online Information Review, 39(4), pp.505-519.
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public utilities. International Journal of Energy Sector Management, 11(2), pp.257-267.
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Van Wissen, N. and Wonneberger, A., 2017. Building stakeholder relations online: how
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Vorvoreanu, M. (2009). Perceptions of corporations on Facebook: An analysis of Facebook
social norms. Journal of New Communications Research, 4(1), 67-86.