The new yo rk times quipped that with tho se kinds o

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: e it easier f o r f irms to f ind him. Recent MBA graduate Eric Barker, a talented f o rmer screenwriter with experience in the f ilm and gaming industry, bo ught ads pro mo ting himself o n Facebo o k, setting them up to run o nly o n the screens o f users identif ied as co ming f ro m f irms he’d like to wo rk f o r. In this way, so meo ne Facebo o k identif ied as being f ro m Micro so f t wo uld see an ad f ro m Eric declaring “I Want to Be at Micro so f t” alo ng with an o f f er to click and learn mo re. The co st to run the ads was usually less than $ 5 a day. Said Barker, “I co uld co ntro l my bid price and set a cap o n my daily spend. Starbucks put a bigger dent in my wallet than pro mo ting myself o nline.” The ads go t tens o f tho usands o f impressio ns, hundreds o f clicks, and do zens o f peo ple called o f f ering assistance. To day, Eric Barker is gainf ully emplo yed at a “dream jo b” in the video game industry.Eric is a f o rmer student o f mine. His sto ry has been co vered by many publicatio ns, including J. Zappe, “MBA Grad Seeks Jo b with Micro so f t; P o sts Ad o n Facebo o k,” ERE.net, May 27, 2009; G. Sentementes, “‘Hire Me’ Natio n: Using the Web & So cial Media to Get a Jo b,” Baltimo re Sun, July 15, 2009; and E. Liebert, Facebo o k Fairytales (New Yo rk: Skyho rse, 2010). Figure 8. 3 Eric Barker us ed Facebook t o advert is e hims elf t o p ros p ect ive emp loyers . Of co urse, even with this business, Facebo o k may f ind that it co mpetes with widget makers. Unlike Apple’s App Sto re (where much o f develo per-earned revenue co mes f ro m selling apps), the vast majo rity o f Facebo o k apps are f ree and suppo rted by ads. That means Facebo o k and its app pro viders are bo th running at a f inite po t o f advertising do llars. While these ef f o rts might be inno vative, are they even ef f ective? So me o f these pro grams are co nsidered successes; o thers, no t so much. Jupiter Research surveyed marketers trying to create a viral impact...
View Full Document

Ask a homework question - tutors are online