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Facebook: Opportunities, Problems, and Ambitions

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Chapter 1 – Organizational Behavior and Opportunities

Facebook: Opportunities, Problems, and Ambitions

Organizational Behavior

Sep 15 ‘2013

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Chapter 1 – Organizational Behavior and Opportunities

Overview
Facebook, a social network, is an exceptional case of success and is changing not only the business scenario, but also habits of million people around the world. Besides all the transformations already implemented, that changed the habits of million people, they have audacious plans to keep implementing changings and innovations that may affect users’ behavior and innumerous business in the future.
With all these phenomenal growth, also started to surge questions about how Facebook is handling the entire database from million users, all the personal information they have access in their severs and the fact they were stimulating their public to input additional content and how it was being used to increase, even more, their revenue with on line advertising.

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Chapter 1 – Organizational Behavior and Opportunities

Questions
1. How does Facebook’s privacy management of users’ personal information affect the behavior of Facebook patrons?

The Facebook’s privacy management of users’ personal information is the norms

that define how Facebook will handle all information added to a personal profile and the standard format it will be configured, what is public and how it can be used.

The Facebook’s privacy policy will impact the behavior only of a few part of Facebook patrons worldwide. Based in the level of education and in the habits of the user’s network, people starts to be more interested in the subject, taking the appropriate measures, adjusting their privacy settings, trying to reduce the exposition of their personal data.

In First Monday, a peer-­‐reviewed journal on the internet (Boyd and Hargittai, 2010),

mentioned that there are other reasons than the Facebook’s privacy policy to change their behavior and it is linked with social privacy, that are information that the users do not want to share with people they know. Since Facebook is spread globally, local or cultural issues are also important to define changes in the Facebook patrons’ behavior.

2. Being a college student you are likely a Facebook user. What is your opinion regarding how Facebook deals with privacy issues? What have you done (or decided not to do) with regard to protecting your privacy on Facebook (or other social networking sites)? Facebook is dealing with their privacy policy trying to adjust issues being raised by some privacy criticism and at the same point finding space to collect, legally, all the

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Chapter 1 – Organizational Behavior and Opportunities

information they need to increase their database, keep analyzing the users behavior and, consequently, offer additional tools and records to be used to increase the advertising business.

To help to protect our privacy on Facebook, we are changing the privacy settings, adjusting the group of people that may have access to specific information. Due the experiences in Brazil, where security is an important issue due the high level of violence, we have the habit of not post personal information in social network.

3. How can the availability of Facebook users personal data create business opportunities for Facebook and for other business? Tom Simonite, Technology Review’s senior IT editor, mentioned, “Facebook has collected the most extensive data set ever assembled on human social behavior. Some of your personal information is probably part of it.”, due all kind of information the Facebook users share with friends, as pictures, places visited, messages, thinks they like and all these information are recorded in the Facebook’ servers.
With all these information available and with scientists studying the users behavior,
Facebook can offer efficient marketing tools for any kind of promotional action, what can create innumerous opportunities for different kind of business. Cameron Marlow, from
Facebook Data Science Team, said “For the first time, we have a microscope that not only lets us examine social behavior at a very fine level that we’ve never been able to see before but allows us to run experiments that millions of users are exposed to.”

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Chapter 1 – Organizational Behavior and Opportunities

4. Refer to Mark Zuckerberg’s future ambitions for Facebook, as articulated in the next to the last paragraph of the case. From your perspective, what benefits might result if Zuckerberg’s aims are realized? What concerns do you have about Zuckerberg’s goals? In the text, Sheryl Sandberg, Facebook’s Chief Operating Officer, assets that “every industry is going to be rebuilt around social engagement… news, health, finance, shopping and commerce… will be rebuilt by companies that work with us to put social at the core.” and Mark
Zuckerberg, Facebook’s founder and CEO predicted as an ultimate goal “to turn Facebook into the planet’s standardized communication (and marketing) platform, as interactive, multidimensional, and indispensable. Your Facebook ID quite simply will be your gateway to the digital world.”.
For most companies will be a great opportunity to have a massive, organized and full of detailed info so they will have direct access to the consumers, and more than that, they will have a chance to be in touch with the customer in the right moment. For the Facebook users, will have additional benefits, like to know products that they cannot imagine that are available in the market. Basically the information will flow faster and easier.
However, the concentration of worldwide information with all the expected level of details concentrated in one specific company must be used with ethic and his use must have supervision and control. It will be a fantastic tool for governments to track her citizens, spy other countries and it could bring serious consequences for the diplomatic world.

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Chapter 1 – Organizational Behavior and Opportunities

References Boyd, D. (2010, August), Facebook Privacy Settings: Who Cares, First Monday. Retrieved from www.firstmonday.org

Simonite, T. (2012, June), What Facebook Knows, MIT Technology Review. Retrieved from www.technologyreview.com

Heather, Besmer and Watson (n.d.) Understanding Privacy Settings in Facebook with an
Audience View, Department of Software and Information Systems, University of North
Carolina. Retrieved from https://www.usenix.org

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Chapter 1 – Organizational Behavior and Opportunities

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