Chapter 08 - Information Systems A Managers Guide to...

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8-1 Information Systems: A Manager’s Guide to Harnessing Technology By John Gallaugher
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8-2 This work is licensed under the Creative Commons Attribution-Noncommercial-Share Alike 3.0 Unported License. To view a copy of this license, visit send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA
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8-3 Chapter 8 Facebook: Building a Business from the Social Graph
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Learning Objectives Be familiar with Facebook’s origins and rapid rise Understand how Facebook’s rapid rise has impacted the firm’s ability to raise venture funding and its founder’s ability to maintain a controlling interest in the firm Recognize that Facebook’s power is allowing it to encroach on and envelop other Internet businesses Understand the concept of the “dark Web” and why some feel this may one day give Facebook a source of advantage vis-à-vis Google 8-4
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Learning Objectives Describe why a “walled garden” may be threatening to other firms and the public good. Understand the basics of Facebook’s infrastructure, and the costs required to power the effort Explain the concept of the “social graph,” and explain how Facebook created a social graph stronger than its rivals’ Recognize the two strategic resources that are most critical to Facebook’s competitive advantage and why Facebook was able to create these resources while MySpace has fallen short 8-5
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Learning Objectives Appreciate that while Facebook’s technology can be easily copied, barriers to sustain any new entrant are extraordinarily high, and the likelihood that a firm will win significant share from Facebook by doing the same thing is considerably remote Understand the concept of feeds, why users rebelled, and why users eventually embraced this feature Recognize the role of feeds in viral promotions, catalyzing innovation, and supporting rapid organizing Understand how Facebook created a platform, and the potential value this offers the firm 8-6
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Learning Objectives Recognize that running a platform also presents a host of challenges to the platform operator Describe the differences in the Facebook and Google ad models Explain the Hunt versus Hike metaphor, contrast the relative success of ad performance on search compared to social networks, and understand the factors behind the latter’s struggles Recognize how firms are leveraging social networks , including efforts such as Facebook engagement ads and deals, for brand building, product engagement, and driving purchase traffic 8-7
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Learning Objectives Understand the difference between opt-in and opt-out efforts Recognize how user issues and procedural implementation can derail even well-intentioned information systems efforts Recognize the risks in being a pioneer associated with new media efforts, and understand how missteps led to Facebook and its partners being embarrassed (and in some cases sued) as a result of system design and deployment issues Understand the extent and scope of the predator problem on online social networks 8-8
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