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Facebook

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SUBMITTED TO:
A research report submitted to Dr. Tanveer Anjum as the fulfillment of the requirement
for the Business English course.

GROUPS MEMBERS
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Yasmeen Amber
20592

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Madhuri Gangwani
21612

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Abdur Rehman
20885

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ACKNOWLEDGEMENT

We would like to acknowledge that the completion of this research report was not easy at all
without the meaningful supervision and guidance provided by our respected course instructor Dr.
Tanveer Anjum.
The report contains a primary objective of conducting a structured research regarding the
influence and role of Facebook in the modern day world along by critically analyzing the stated
problem by quantitative approach.
It was the guidance and supervision provided by Dr. Tanveer Anjum which motivated us and
made us strive to the end up with a valid and authentic conclusion that how Facebook in this day
and age is becoming helpful for people in their social and work lives.
We would also like to thank Dr. Tanveer Anjum for keeping us focused, and creating such an
amazing environment for us to learn Business English and for giving us the confidence of
writing this report.
We are deeply indebted to Dr. Tanveer Anjum for the suggestions, support, valuable hints,
encouragements and attention given to every single detail, which is amazing and helped us
throughout the research and for writing this report.
Therefore, we would like to give our gratitude to Dr. Tanveer Anjum for her continuous efforts
in polishing us and helping us through the duration of this report. The supervision and support
that she gave has truly helped with the progression and smoothness of this research. We would
really like to wish you the best of luck for your future endeavors and would look forward to your
unwavering support and guidance.

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December 24, 2012

LETTER OF AUTHORIZATION

To,
Dr. Tanveer Anjum,

Dear Maam,

This is in reference to the research assignment given to us regarding Facebook. We were asked
to perform a detailed analysis on the usage of Facebook through means of primary and secondary
research. We are obliged to inform you that the research report has been completed and we are
more than honored to submit this report for your perusal.
We grant you complete authority to use this document for any specific use, be it business or
personal. Please acknowledge the effort made by our team in compiling this report. Also, feel
free to revert back to us should you have any queries or concerns regarding the given information
in this report.

Kind Regards

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December 24, 2012

LETTER OF TRANSMITTAL

To,
Dr. Tanveer Anjum,

Dear Maam,
This is in reference to the research report regarding Facebook. Mentioned below is the
information that we would like to shed some light on regarding the aspects of Facebook that we
have covered in this report.

1. This research was assigned to us on October 2012.

2. This research has been written to conduct a general survey on the Usage of
Facebook.
3. The scope of this report is to understand about Facebook and its origin along with the
impact it has had in the recent years on the general population.
4. The purpose of this report is to understand the different usages of Facebook along
with its advantages and disadvantages.

In accordance with the information above, please feel free to enlighten us with your input.

Kind Regards,

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EXECUTIVE SUMMARY

Engaging with social networking sites

Social networking sites offer people new and varied ways to communicate via the internet,
whether through their PC or their mobile phone. Examples include MySpace, Facebook and
Bebo. They allow people to easily and simply create their own online page or profile and to
construct and display an online network of contacts, often called friends. Users of these sites
can communicate via their profile both with their friends and with people outside their list of
contacts. Per our research we discovered that about 31% of our population joined Facebook in
2010 and after and about 31% in 2009 and the count was about 19% in 2007 and 2008.
The rapid growth of social networking sites in recent years indicates that they are now a
mainstream communications technology for many people. Similarly our subjects use cell phone
as a medium to use Facebook. Our users that use Facebook on their cell phones are about 70%.

Social networking sites are most popular with teenagers and young adults
Our research shows that of the population that we targeted most of them were teenagers and
young adults, even kids these days have a Facebook accounts and it as common as having a cell
phone or any other accessory which is a norm in life these days. About 91% of users that use
Facebook upload their pictures and comment on them accordingly. The surveyed individuals also
stated that the liked to play games and their count was 41%. They were interested in games like,
mafia wars, Farmville etc.

Some under-13s are by-passing the age restrictions on social networking sites
Despite the fact that the minimum age for most major social networking sites is usually 13 (14
on MySpace), per our search we have about at least 10% kids who are about 12 years of age
which is below the age limit to join Facebook. However, due to the popularity of the website, a
lot of kids have bypassed the age restriction and joined Facebook.

Most users check their profile at least every other day

Per our research most of our users logged onto Facebook once a day and the duration for about
62% of our users was about 1-2 hours the remaining was distributed from 3-4 and 5-6 hours.
Once a user signs-in to their account they are also prone to comment and update their statuses.
Therefore, we surveyed that about 39% of individuals daily comment on pictures, 10%
comment about twice a day, 12% once a week and 39% randomly.
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Users create well-developed profiles as the basis of their online presence

The qualitative research confirmed the importance of a well-developed profile to peoples use of
these sites. Profiles often contain very detailed information about the user, even though it is not
compulsory to provide this. Users also enjoy customizing their profiles, posting photos, watching
video content, playing online games, and in some circumstances, experimenting with aspects of
their personalities. Our research portrayed that about
Users regularly update statuses
Everyone likes to show what is going on in their lives or how happy/sad they are, this is one of
the major aspects of socializing. As per our survey about 12% people update their statuses twice
a day, 24% update them every day, 9% update them once a week and 54% update their statuses
randomly without any time duration and 0% dont update them.
Users share personal information with a wide range of friends
Although contact lists on sites talk about friends, social networking sites stretch the traditional
meaning of friends to mean anyone with whom a user has an online connection. Therefore the
term can include people who the user has never actually met or spoken to. Unlike offline (or real
world) friendship, online friendships and connections are also displayed in a public and visible
way via friend lists. Our subjects have about 31% of individuals who have unknown friends.
The same can be proven by our target population as about 26% of them have 50+ friends, 31% of
them have about 100+ friends, 20% about 200+ friends and 22% about 500+ friends; whereas,
0% have 0 friends or no friends.
Only a few users highlighted negative aspects to social networking
The majority of comments in our qualitative sample were positive about social networking. A
few users did mention negative aspects to social networking, and these included annoyance at
others using sites for self-promotion, parties organized online getting out of hand, and online
bullying.
Research on risk and harm
Despite of all the advantages of Facebook there are quite a few risks and harm that can be caused
by the misuse of this social media tool. People create fake profiles and imitate the identity and
post offense and harmful material. The pictures posted by users are misused and accounts are
hacked. Per our research about 73% people agree that Facebook is misused and about 18% of our
target population has been a victim of the misuse. Also, about 50% of our subjects agreed that
Facebook wastes a lot of time; whereas, 26% disagreed and 24% were not sure.

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TABLE OF CONTENTS

Letter of Acknowledgement4

Letter of Authorization5

Letter of Transmittal....6

Executive Summary.7

Abstract..12

Introduction13

Background15
History of Facebook..15
Features of Facebook16
Scope of the Report...22
Limitations of the Report. 22
Sources and Methods of Data Collection...23

Data Presentation & Analysis....................24

Gender..............................................24
Joining Facebook..............................25
Family Members...............................26

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Daily Hours.......................................27
Friends...............................................28
Old Friends (School, College etc).29
International Friends 30
Unknown Friends..............................31
Games...............................................32
Uploading Pictures............................33
Commenting, Liking.........................34
Mobile Facebook..............................35
Status Messages................................36
Groups...............................................37
Business Medium..............................38
Purchasing.........................................39
Waste of time....................................40
Misuses.............................................41
Hacking.............................................42

Conclusions................................................43

References..................................................44

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TABLE OF ILLUSTRATIONS

Facebook home page..................................16

Profile.........................................................17

Friends........................................................18

Chat............................................................19

Likes...........................................................19

Groups........................................................20

Uploads and Links.............................................................20

Pages..........................................................21

Poke............................................................21

Notifications...............................................22

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ABSTRACT

The Facebook is actually social software and the term social software itself, refers to a vast
variety of programs, tools, and services that are web-based. The importance of this technology is
to also act as a provider with special focus on communication/interaction and coordination
among different people from different walks of life and background; hence it is also a social
networking media. This social software allows users to create, contribute, and customize in ways
that earlier models of software did not provide. The users can create items like blogs, wikis and
podcasts; user-enhanced services such as photo-, video- and music-sharing sites; alternative
communication resources such as instant messaging and virtual worlds; and social networking
sites. Although there have been reports of misuse hence it also has its disadvantages too that has
had a negative impact on many.

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INTRODUCTION

Facebook is a social networking site that was introduced in February 2004, by Mark
Zuckerberg, who was a former student at the Harvard University who first ran this as an hobby
project with some help from Eduardo Saverin who financially supported him and was initially a
closed networking site for college students from renowned institutions at first, but soon this site
was further extended to include high school students and later, for the geographic and corporate
communities. When it was just a closed membership site, it was a small site till 2006, and later it
extended its site for other the high school students which was further made available for the
general public in December 2008. The Facebook websites now have about more than 400
million users throughout the world.
In the United States alone, Facebook is considered as the sixth most visited sites and has more
than four billion pages viewed by people on a daily basis. (alexa.com.) it is also the top most
photo-sharing sites which has over a billion photos and more than six billion photos are daily
uploaded. The reason and objective of why most of the people are joining or becoming a member
of this network is because of the fact that it is a very popular social networking site which has
seventeen million member /communities that want to continue sharing their memorable moments
with their loved ones and friends and to remain in touch with them.
The mission that Facebook claimed it introduced according to their websites was to
supply a social network for the people to be able to communicate with their friends, colleagues,
and others with whom they work or study with or with those who live near their vicinities.
Facebook has supplied its users the service of the technology to create their own profile
pages and add friends to their list and enjoy the ability to send messages and receives messages
too. From the time this networking company was introduced in the year 2004, it has to date
become one of the worlds most popular and top most social network sites (Kazeniac
2009).According to Facebook s own statistics ( 2009) has confirmed that there are about 300
million users including those who might have created their user id at this minute. The Facebook
users are known to claim that this site has become a very important part of their lives and are as
necessary for them as water, oxygen and food. (Verna 2009).
While this site has become an inherent opportunity for some, there are those who have
become addicted in an unhealthy manner and are obsessed to such an extent that they intrude into
others jobs, relationships and the routine lives of millions of people over the globe. (Elizabeth
Cohen 2009). The networking sites and Facebook have brought about a tremendous change in
the communication systems throughout the world in the 21st century.

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Facebook also comprises a valuable site for those who wish to research and utilize it in
rendering social networking because of its massive usage of different technological patterns and
capabilities which can connect both offline and online connections. It is also believed that
Facebook symbolizes a substitute for offline to online tendency that it actually and primarily
served a geographically bound community (the campus). All memberships were confined to
people with specific host institution and email addresses when the data was collected for the
purpose of this study and tried to foster offline networks to online memberships.

Insights:The Facebook tool servers as an insight to the marketing practices for businesses which
shows an authentic data related to marketing and how people react to a businesss post, websites,
applications, information, etc. Take for example, a hotel or restaurant advertises their new food
menu via Facebook, the insights provides the hotel or restaurant administrator to view the
Facebook page and check how many people have seen and either commented or liked their
information that is shared. The insights will graph the impression it has with its authorities about
whatever a business or firm posts on their websites. This practice permits the business a direct
feedback about those people with whom they refuse /reluctant to do business deals. You can
have analytics through Insights, if one has Facebook apps, pages, and website. In order to do this
you need to go to the (Facebook.com/insights)
Application owners and page administrators can have access only to their own sites and
will not be able to see the insight dashboards of their business competitors. Each company or
firms find their dashboards that will have their different pages or apps that is placed in a certain
place; it will also show the metrics of different marketing activities. The very first thing that
insights will allow one is, the information on who likes your page or business, which is not a
complex situation, but it does become important to know on a daily basis whether you have been
able to reach out to new people who would like your page or apps etc. and this is very essential
as the more people like your page means that there is an increase of the number of your
network of fans.

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BACKGROUND

Facebook is a social networking service launched in February 2004, As of September 2012,

Facebook has over one billion active users and about 50% of them are using Facebook via
mobile. For using Facebook user must sign up/register for Facebook account. Other users are
added as friends on Facebook.
Facebook provides us different options like chat, notification, like pages, making comments on
friends status and photos. Users can upload photos, share links from different sites as well as
can subscribe to different people.

History of Facebook:
Facebook was developed by students of Harvard University, namely, Mark Zuckerberg with his
college fellows Eduardo Saverin, Andrew McCollum, Dustin Moskovitz and Chris Hughes. The
website's membership was initially limited by the developers to Harvard students, but was
expanded to other colleges in the Boston area, the Ivy League, and Stanford University. It
gradually added support for students at various other universities before opening to high school
students, and eventually to anyone aged 13 and over. According to Compete.com (web traffic
analysis site) Facebook is most used social networking site by monthly active users. Quantcast
(web Analytics Company, headquartered in San Francisco, California) estimates Facebook has
138.9 million monthly unique visitors in May 2011. According to Social Media Today, an
estimated 41.6% of the population had a Facebook account.

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Features of Facebook:
Mentioned below are some of the features of Facebook.

Home Page:
This is where you would be signing in or creating your account initially.

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Profile:
The user after joining Facebook has to create a profile page and this how it looks like.

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Friends:
Facebook allows us to send someone a friend request and if the receiver accepts the request the
users will be connected giving them the ability to share and interact accordingly. In addition to
accepting the request, the receiver can also decline the request or hide it by clicking the Not
Now option. The receiver can also delete the friend request or block the request holder.

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Chat:
Users can chat with their Facebook friends through personal chat and also can chat with multiple
friends through group chat. Facebook chat can also be done through the iPhone using Facebook
chat for iPhone application.

Likes:
By clicking a button at the bottom of the content user can Like status updates, photos, links,
comments posted by their friends.

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Groups:
Groups are used for discussion, event, sharing information, and enable a number of people to
come to together to share information online.

Uploads and Links:

The user can upload status, photos, and videos on Facebook and can share links from other
websites. Under every upload and link like comment and share options are given by which other
users can like share and comment on uploads.

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Pages:
There are different sort of pages like Fashion, Fun, Entertainment, Business, Sports, Games,
Celebrities, Politicians, TV Artist, Wrestlers, Religion, Fitness, Movies, Musicians etc are used
for advertising on Facebook. The user can like such pages and a page can acquire unlimited
number of likes and through liking it you are connected to that page and all the updates
pertaining to that genre.

Poke:
The Poke feature is intended to attract the attention of another user.

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Notifications:
More important events are appeared as notifications, for example, when somebody posts on
another persons wall or if somebody posts a comment on another friends links or photos there
is a notification that is sent to the user.

Scope of the report:

The scope of this report is to understand about Facebook and its origin along with the impact it
has had in the recent years on the general population. This is one of the most influential and
active social media website of the 21st century and its usage is still on the rise. The usage of
Facebook has made its way into the corporate sectors in the form of a medium for
marketing/promotion/advertising. People have opened small businesses and have made huge
success.

Limitations of the Report:

This report has been generated through primary research which was done by conducting surveys
on a very small target market. The subjects were the students of IQRA University and friends
and family. The total number of subjects is 212 and the questionnaire comprised of 19
questions in total. This report is in no way an overall result of the usage of Facebook around the
globe. Hence, the results may greatly vary from other researches on the same topic.
In addition to this the analysis itself is based on the questionnaire we created, which was then
sorted for different results according to our requirements. These results are explained in detail
further on in this report.
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Sources and Methods of Data Collection:

1. Surveys on the IQRA University Campuses.
2. Surveys with family members and friends
3. Informal interviews with random students on the campus
4. Internet Sources were used.
5.The Facebook website was used.

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Data Presentation & Analysis:

Primary Research was the main element used for this topic. In addition to that, we also used
secondary data mined through the internet and other reliable sources. Kindly note that our report
has been compiled according to the research based on certain areas (IQRA University, friends &
family) and does not cover the complete population of Karachi. Mentioned below are some of
the questions that were used in assembling the primary data:

1. Gender:
Per our report, we observed that both the male and female gender class use Facebook
accordingly. Even though the male class tops the female class; it is not by a huge number.
Shown below is the graph that portrays this fact:
Male Female
55%
45%

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2. Joining Facebook:
Per our research we observed the joining data we our subjects and we observed that a lot
of the subjects joined Facebook after 2010. The majority of these subjects were people
above the age of 28 and children who were 12 and above.

Year
2010+
2009
2008
2007

Count
31%
31%
19%
19%

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3. Family Members:
Even the family members of our subjects were involved in using Facebook. Below is a
general percentage of the immediate family members and their counts who were indulged
in the usage of Facebook.
Family Members
Father
Mother
Brother(s)
Sister(S)
All of the Above

Count
9%
17%
24%
30%
20%

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4. Daily Hours:
Our next step was to understand the hours people invest on Facebook and as you can see
the numbers below that about more than half of the target population uses Facebook for
at least 1 to 2 hours.

Hours
12
34
56

Count
62%
27%
10%

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5. Friends:
Everyone makes friends; similarly on Facebook you can make friends and find new
friends through your friends. Hence, the number of friends is another factor which we
used in our report. Below is a graph that shows the number of Friends our target
population has
Friends
50+
100+
200+
500+

Count
26%
31%
20%
22%

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6. Relatives/Old Friends (School, College etc.):

We also decided to find out that how many of our subjects used Facebook to keep in
touch with their relatives and old friends from school, colleges and we found a very
healthy outcome shown below

Old Friends
Yes
No

Count
91%
9%

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7. International Friends and Family:

After finding out that a lot of the population that we targeted used Facebook to keep in
touch with friends and family abroad and we found out that more than 80% of our
subjects had friends who resided abroad.
International Friends
Yes
No

Count
83%
17%

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8. Unknown Friends:
Socializing is one of the major aspects of the social media websites these days. Similarly
Facebook caters to this aspect as well. A lot of our subjects have unknown friends which
they did not know in the beginning but through Facebook they were able to randomly add
people of their interests and then get to know them.

Unknown Friends
Yes
No

Count
31%
69%

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9.

Games:
Then Facebook later on developed application for games and some of the most simple yet
most played games were created. These games would go on and go in a never ending
cycle. The purpose was to have people spending as much time on Facebook as possible.
Some of the most played games are Mafia Wars, Farmville, Texas Poker etc.

Games played
Yes
No

Count
41%
59%

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10. Uploading Pictures:

Just like any other common social media website, Facebook also has the ability for users
to upload their pictures and comment on other users pictures. Basically uploading and
commenting on pictures was one of the basic and primary features of Facebook.

Upload pictures
Yes
No

Count
91%
9%

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11. Commenting and liking pictures:

In addition to uploading pictures, our members will also like pictures other users have on
their profile and of course the purpose was to make an interactive social media website
where users could do something throughout the day. Hence, the option of commenting
and liking was introduced.
Comment
Daily
Twice a day
Once a week
Randomly

Count
39%
10%
12%
39%

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12. Mobile Facebook:

Cell phones and other multimedia technology have taken over the market like a storm. In
our fast moving society ease of access is what everyone wants and what could be the best
source of having access to the world at all times. Yes! Your cell phone is the medium.
Similarly all the major businesses and websites have integrated their websites so that they
could be browsed through cell phones. Facebook has followed the same trend and
currently about half of the Facebook traffic is generated via cell phone usage. As per our
survey the graph below is pretty apparent in verifying this information.

Mobile Facebook
Yes
No

Count
70%
30%

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13. Status Messages:

Discussing the current happenings in our lives is the most exciting topic we have with our
friends and family. Facebook offers us a status bar where you can upload any status as
the headline of what is going on in your life. Below is the percentage of the people that
upload their status according to the defined time period.

Status
Every Hour
Twice a day
Daily
Once a week
Randomly

Count
0%
12%
24%
9%
54%

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14. Facebook groups:

According to the phrase, Birds of a feather flock together, you will observe that
Facebook has groups that users can join to share their interest and post updates on the
current happenings that would pique other peoples interests.

Groups
0-10
11--20
21--25
More

Count
61%
21%
14%
4%

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15. Business Medium:

Another popular usage of Facebook is the conducting of small businesses which are
generated by simply creating a page which is linked to their original website and in a lot
of cases a simply page which lists all the happening of that business and pictures of the
items that are sold. A user may browse through the pictures and select an item, pay
through the mentioned medium and the item is delivered. Even though the targeted
subjects opinions state otherwise. This is one of the new mediums of online business
Business
Yes
No

Count
14%
86%

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16. Purchasing:
In addition to being used as a business medium people are also engaged in buying items
and merchandise through Facebook and this is booming and creating a huge impact on
the market.
Purchasing
Yes
No

Count
72%
28%

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17. Time Wastage:

Facebook has proven to be an addiction as well. A lot of us, even though we socialize and
keep in touch with family and friends, idly browse on Facebook and waste a lot of our
time and to prove this point about 50% of our target population agreed that Facebook
wastes a lot of our time these days.

Time Wastage
Yes
No
Not Sure

Count
50%
26%
24%

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18. Facebook Misused:

Our target market also confirmed that Facebook today is being misused in a lot of
different ways. These methods could be using pictures to create fake profiles, hacking
Facebook accounts, being sarcastic on group pages etc.

Misused
Yes
No

Count
73%
27%

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19. Account Hacked:

We also conducted the survey to find out how many of our subjects were victims of
Facebook misuse. As everything has its pros and cons, below are the findings we came
across.

Hacked Account
Yes
No

Count
18%
82%

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CONCLUSION

According to our data we have determined that Facebook, today, is being used socially and even
though it is becoming one of the major sources for business. It has yet to go a long to be used
fully for constructive business purposes.
Everyone is familiar with Facebook a social network site having more than 600 million active
users. Users may create a personal profile, add other users as friends and exchange messages.
This includes automatic notifications when they update their profile. Additionally, users may join
common interest user groups that are organized by workplace, school, college, or other
characteristics. Through our research we have determined the following facts:
1- Facebook has become a daily part of our lives just like work, transportation etc.
2- Both the male and female genre uses it equally.
3- It is being used as a form of communication. You can use your page to communicate with
your audience.
4- At least one member in a family who has the internet service uses Facebook.
5- Facebook is free and it's one of the best medium for communication.
6- The number of friends shown in our research shows that people like to socialize and
make friends. Hence, Facebook is a great medium for that.
7- Even though it is a source for communication, people have somehow gotten addicted to it
and therefore, a lot of time is wasted idly browsing around the Facebook pages.
8- Students can use Facebook for group study by creating a group only for studying. There
you can share any information about your projects, home work, assignments, exams, due
date etc.
9- You can also create Facebook Pages for your online business in order to update your
customers about the upcoming events or versions of your product or services.
10- There also have been a lot of cases where information has been misused. Hence, we
should be careful and investigate who we are adding or interacting with. It would be ideal
to interact with people who you personally or through a reference.
11- People have friends who reside outside the country and it is a great way to get in touch
with school and college friends and to stay connected with loved ones as in todays world
we dont have time to find out whats going on in our neighbors house.

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[FACEBOOK]

December 24, 2012

REFERENCES

http://www.elon.edu/docs/e-web/academics/communications/research/03robertsejspring10.pdf

http://www.batokova.com/portfolio/writing/journalism/editorials/bbatokova.communique.63.6.F
acebook_useful_tool_for_controlling_

http://www.seohatch.com/an-overview-of-facebook-page-insights/

http://jcmc.indiana.edu/vol12/issue4/ellison.html

http://successbeginstoday.org/wordpress/social-media-an-overview-of-facebook/

http://fashionscollective.com/FashionAndLuxury/07/an-introduction-to-facebook-commerce/

http://www.adaptiveconsultancy.com/internet-marketing/social-media-marketing/sub-socialmedia/introduction-to-facebook-marketing

http://earpluggin.blogspot.com/2011/06/what-are-effects-of-facebook-on-modern.html

http://www.exampleessays.com/viewpaper/200169.html

http://www.brandlady.com/Blogging/article_2915_The-Negative-Effects-of-Facebook.htm

http://www.theatlantic.com/magazine/archive/2012/05/is-facebook-making-us-lonely/308930/

http://successbeginstoday.org/wordpress/social-media-an-overview-of-facebook/

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