Report: Facebook's Marketing Strategies, Analysis, and Recommendations

This report provides an overview of Facebook's marketing strategies. It discusses the methods used to research these strategies, including online sources, surveys, and interviews with the company's marketing team. The report identifies key strategies such as viral marketing, direct marketing, and ad campaigns and sponsorships. Viral marketing leverages word-of-mouth and the social networking aspects of Facebook to attract users. Direct marketing targets businesses through advertising campaigns and innovative marketing tools. The report also analyzes the company's spending on ad campaigns and sponsorships. The conclusion summarizes Facebook's successful operation in the social networking industry and recommends the company use print media techniques to reach business users.

MARKETING
FACEBOOK
Abstract:

Facebook is the company that deals with serving the customers with platform that helps the
businesses to market their products. Facebook also needs to market its services so as to attract
the customers. It is the report that discusses about those strategies of marketing that Facebook
use in order to market its services and products. The report also includes the recommended
strategies that can be used by the company n future for covering large market share and
customers base.

Table of Contents
Introduction:...............................................................................................................................................3
Methods:.....................................................................................................................................................3
Marketing strategies of Facebook:..............................................................................................................3
Conclusion:..................................................................................................................................................5
Recommendations:.....................................................................................................................................5
Referencing:................................................................................................................................................7

Introduction:
Facebook is the organization that is very well known and popular among all the customers of all
the ages. It is the company that has started its operation in 2004 by the man called Marks
Zukerberg. It is a social networking site that provides various ranges of services to the customers
in order to make connections with each other. Currently more than 2 billion people are on
Facebook and Facebook has bought the many other famous sites and application s such as
whatsapp and instagram etc. it is headquartered at California (Zaleski, 2017). It also acts the
marketing platform or the various businesses but this also needs to make itself so that more and
more business can use Facebook as the tool for marketing their products and services.
Methods:
For identifying the marketing strategies of the company, various methods have been used. All the
methods are secondary research methods as the report focuses on the already existing marketing
strategies of the company (Armstrong, Kotler, Harker and Brennan, 2015). Some of the methods
used to conduct the research are:
 Online websites: the website of the company and many other authentic online sources
and articled has been read in order to research about the topic.
 Survey: survey has been conducted among the people in whom the question has been
asked that from where they got to know about Facebook.
 Interviews of marketing team of the company: marketing and sales team of the company
has revealed some of the strategies.
Marketing strategies of Facebook:
Facebook has two types of audiences. It has been analysed that the first set of audience includes
everyone ad the second set of audience includes the business people who advertise their products
and service of Facebook (Treadaway and Smith, 2012). It has been analysed that various
strategies has been used by Facebook in order to increase its customer’s base. Some of them are
discussed below:
1. Viral marketing: Viral marketing is the most traditional and the easiest way of marketing.
It is the marketing technique that deals with word of mouth. This is the marketing

strategy that helps the company to increase the customers awareness in both types of
audiences but mainly it contributes in attracting the audiences of first type (Facebook
Inc.., 2017). Facebook has the concept of making friends. When any on the individuals
make his or her account on Facebook, he will definitely aske his friends or family to
create account on it. This ultimately results in large customer base of the company
automatically. It has been analysed that this strategy has been used by the company very
efficiently and also resulted positively of the company (Vejacka, 2012). It is not the tool
that has been intentionally used by the company but the concept of the social networking
site is such that it forces the audience to ask other people to create their account of the
same. Most of the businesses these days are also among their pages on this portal so that
people can have a better knowledge about the small businesses especially (Holzner,
2008). Word of mouth is also a technique with large and fast reach. This is because the
customers tell their friends and family to use the Facebook services one by one and thus
is the cheapest way of marketing bout the brand.
2. Direct marketing: It is also one of the marketing strategies that the company used in
terms of enhancing its business. It is the technique for the business user who has their
pages on the Facebook site. As the company operates in the industry that serves the
market with the platform to create their ad campaigns so there are many innovative ideas
that the company comes up now and then for advertising for the businesses (Shih, 2010).
Thus Facebook post those ideas or provide invitation to those business owners whoa have
their pages on Facebook to use new and innovative tools of marketing at Facebook. This
implies the business user to use such tools so that they can enhance their business and
marketing tactics. It has been analysed that Facebook tries to capture the market by
posting their services on their portal only. This is because the customers Facebook
already have their pages on Facebook. It also uses the tools to sort the data of the
business professionals and try to showcase their services to them only (Ryan, 2016).
Direct marketing allow the company to directly contact their customers without any
interference of the mediators and thus the reach of the company is more effective in that
case.
3. Ad campaigns and sponsorships: it has been analysed that the company as focused upon
ad campaign as well in order to market the products and services. The company has

shown so much of interest in UK February campaign by spending a lot in it. This is
because the company wants to position itself as the site for friends. It has always focussed
in developing and maintaining relation with friends and family. Choice of third party to
advertise the products or services is the very beneficial technique for the company. This
is because it helps the company to build trust among the customers and also helps in
brand image development of the company (Facebook - Home., 2017). The company has
spent around £6m for advertising in the year of 2015 and this amount has increased year
after year. It has been analysed that the company has followed the path of Google and
apple by using the traditional sponsorship method in order to market its products. This is
because, it has been analysed that sponsorship provides the company to reach through the
larger audience and mass media technique helps the company to enhance its marketing
range (Carrillat, d’Astous, and Morissette Grégoire, 2014).
All the above marketing strategies are used by the company in order to advertise their products
and service offerings to the people who are already on Facebook.
Conclusion:
It has been concluded from the report that Facebook is the firm that is successfully operating in
the social networking industry since 2004. It has been analysed that the company also uses some
of the marketing strategies such as word of mouth or viral marketing, direct marketing and
sponsorships and as campaigns in order to develop faster than the competitors. As the company
serves the platform to the customers for marketing their products thus it has to be very proactive
in marketing the new tools that has been created by the company now and then. As the company
is developing new services day by day thus it is required by the company to market the products
as well with different techniques.
Recommendations:
It has been identified that the company is already using some of the tools for, marketing and
Facebook is such a big company that it does not need to promote its brand. It is just that the
products or the services need to be promoted in the market. For this, Facebook can user more

strategies such as print media techniques so as to reach the business users. This technique of
posing ads in business magazines can helps the company to promote itself as the marketing
platform and not just the social networking and chatting site.

Referencing:
A. Carrillat, F., d’Astous, A. and Morissette Grégoire, E., 2014. Leveraging social media to
enhance recruitment effectiveness: a Facebook experiment. Internet Research, 24(4), pp.474-
495.
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Pearson Education.
Facebook - Home., 2017. Investor.fb.com. Retrieved 5 October 2017, from
https://investor.fb.com/home/default.aspx
Facebook Inc.., 2017. Nytimes.com. Retrieved 5 October 2017, from
https://www.nytimes.com/topic/company/facebook-inc
Holzner, S., 2008. Facebook marketing: leverage social media to grow your business. Pearson
Education.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Shih, C., 2010. The Facebook era: Tapping online social networks to market, sell, and innovate.
Pearson Education.
Treadaway, C. and Smith, M., 2012. Facebook marketing: An hour a day. John Wiley & Sons.
Vejacka, M., 2012. Facebook advertising and its efficiency on the slovak market. E+ M
Ekonomie a Management, (1), p.116.
Zaleski, A. , 2017. The 'controversial' fare Facebook is feeding you. CNBC. Retrieved 5 October
2017, from https://www.cnbc.com/2015/04/14/facebook-stands-behind-its-controversial-ad-
strategy.html