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Unformatted text preview: ers have avoided the problems with Beacon? Could the effort
be restructured while still delivering on its initial promise? Why or why not?
4. Beacon shows the risk in being a pioneer—are there risks in being too cautious and not
pioneering with innovative, ground‐floor marketing efforts? What kinds of benefits might a firm
miss out on? I s there a disadvantage in being late to the party with these efforts as well? Why or
5. Why do you think Facebook changed its terms of service? Did these changes concern you? Were
users right to rebel? What could Facebook have done to avoid the problem? Did Facebook do a
good job in follow‐up? How would you advise Facebook to apply lessons learned form the TOS
6. I nvestigate the current policies regarding underage users on Facebook. Do you think the firm
adequately protects its users? Why or why not?
7. What age is appropriate for users to begin using social networks? Which services are appropriate
at which ages? Are there social networks targeted at very young children? Do you think that
these are safe places? Why or why not? 8.8 One Graph to Rule Them All: Facebook Reaches across
the Web with Open Graph
L E A RN I N G OBJ E C T I V E S
1. Describe Facebook’s efforts to integrate its service with other Web sites and the potential
strategic benefit for Facebook and its partners.
2. List and discuss the potential benefits and risks of engaging in the kinds of intersite sharing and collaboration efforts described in this section. Facebo o k’s Open Graph o f f ers the wo rld a glimpse o f the breadth and depth o f Mark Zuckerberg’s
visio n. The initiative places the co mpany directly at the center o f identity, sharing, and
perso nalizatio n—no t just o n Facebo o k but also acro ss the Web. With just a f ew lines o f HTML co de, any develo per co uld add a Facebo o k “Like” butto n to their site
and take advantage o f the so cial netwo rk’s po wer o f viral distributio n. A user clicking that page’s
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- Winter '14