Facebook Advertising Platform
Gaining Competitive Advantage with user’s data

1

Executive Summary
This research paper details a study of Facebook’s knowledge management. The user’s involvement, interaction and information were very important for the study. The main objective of the study is how Facebook utilises user’s information and help advertisers target the right audience. The study will be done using Porter’s Five Forces Model and Resource based Value to Facebook. The findings show that Facebook’s large database helped create an advantage over other platforms and benefited all the parties involved in the process.

2

Table of Contents
Introduction………………………………………………………………………………3 About Facebook………………………………………………………………….3 Advertising…………………………………………………………………….…3 Conceptual Framework and Analysis ……………………………………………………5 Porters Five Forces Analysis……………………………………………………..5 Resource Based View of Facebook………………………………………………6 Conclusion and Recommendation………………………………………………………..7 References………………………………………………………………………………..8

3

Introduction
As known Microsoft made computers easy for everyone to use. Google helps us search out data. YouTube keeps us entertained. But Facebook a social networking site has a huge advantage over those other sites: the emotional investment of its users. Facebook makes us smile, shudder, squeeze into photographs so we can see ourselves online later, worry when no one responds to our witty remarks, snicker over who got fat after high school, pause during weddings to update our relationship status to Married or codify a breakup by setting our status back to Single. Facebook is a website which is visited at least once every day by every person that I know. Many people that I know of are influenced by the advertisement placed on their Facebook page. Somehow all those advertisements were related to the person’s needs or likes.