usage and consumption pattern of social media- girish.havale

Social media marketing

[Kousali Institute Of Management Studies, Dharwad ]

KARNATAK UNIVERSITY, DHARWAD

KOUSALI INSTITUTE OF MANAGEMENT STUDIESKOUSALI INSTITUTE OF MANAGEMENT STUDIESKOUSALI INSTITUTE OF MANAGEMENT STUDIESKOUSALI INSTITUTE OF MANAGEMENT STUDIES

SUMMER IN-PLANT PROJECT

A report onA report onA report onA report on

“The Study on Usage and consumption pattern of Facebook”

On

Social media marketing for Marketers

For partial fulfillment of For partial fulfillment of For partial fulfillment of For partial fulfillment of

MASTERS OF BUSINESS ADMINISTRATION

During the academic year During the academic year During the academic year During the academic year 2012201220122012----11114444

Submitted by:

Mr. Girish.P.Havale

Registration No: MBA12001013

Submitted to

`

EXTERNAL GUIDE:

Mr. Avinash.Kulkarni

CORPORATE SALES HEAD

Tata Motors LTD. MUMBAI

INTERNAL GUIDE:

Dr. M.S.SUBHAS

PROFESSOR IN

MANAGEMENT

KIMS, DHARWAD



KARNATAK UNIVERSITY, DHARWAKARNATAK UNIVERSITY, DHARWAKARNATAK UNIVERSITY, DHARWAKARNATAK UNIVERSITY, DHARWADDDD

KOUSALI INSTITUTE OF MANAGEMENT STUDIESKOUSALI INSTITUTE OF MANAGEMENT STUDIESKOUSALI INSTITUTE OF MANAGEMENT STUDIESKOUSALI INSTITUTE OF MANAGEMENT STUDIES

Dr. A. H. Chachadi Tele / Fax [O]: 91+836+2741882

Dean & Director 91+836+2215305

Professor in Management 91+836+2440011 [R]: 91+836+2742820 Email: [email protected]

Ref. No. KU/KIMS/2012-13/ Date: 23.08.2013

CERTIFICATECERTIFICATECERTIFICATECERTIFICATE

This is to certify that Mr. Girish.P.Havale a bonafide student of Kousali

Institute of Management Studies, Karnatak University, Dharwad has completed

his Summer In-plant Project (SIP) on Social Media Marketing. He has

prepared and submitted project assigned to him,entitled “The Study on Usage

and Consumption Pattern of Facebook” under my guidance.

Dr. M.S.SUBHAS Faculty in Management

KIMS, Dharwad



DECLARATIONDECLARATIONDECLARATIONDECLARATION

I Girish.P.Havale, student, MBA 2ndsemester, Kousali Institute of Management

Studies, Karnatak University, Dharwad, hereby declare that the project work entitled

“The Study on Usage and Consumption Pattern Of Facebook” on social media

marketing is submitted to Karnatak University, Dharwad in partial fulfillment for the

requirements for the award of the degree of Master of Business Administration. This

project report is a bona-fide work prepared by me under the guidance of Dr.

M.S.SUBHAS Faculty, Kousali Institute of Management Studies, Karnatak

University, Dharwad.

The findings and suggestions of this project report are based on the information

collected by me during the period of my study.

To the best of my knowledge and belief, the matter presented in this report has not

been submitted previously in part or full to any university for the award of any

degrees.

Date: 23/08/2013 Girish.P.Havale Place: Dharwad (MBA12001013)



ACKNOWLEDGEMENTACKNOWLEDGEMENTACKNOWLEDGEMENTACKNOWLEDGEMENT

This project report is a result of contribution received from a number of people. This

report cannot be claimed as my individual effort. This is to acknowledge all the people

who have provided me with the inspiration, guidance & help during the preparation of

the project. Therefore I extend my deep sense of gratitude towards those who have

contributed.

I am extremely grateful to Mr.Avinash.Kulkarni Corporate Sales Head at Tata Motors,

MUMBAI, for the support and information provided by them throughout my project

duration.

I also wish to express my deep sense of gratitude towards Dr. M.S.Subhas Faculty,

KIMS, Ashraf Allali,Vishwas Raichur and GeetaPatil Assistant Professors in

Management, and all the faculty of Management Department for providing

encouragement, guidance and valuable suggestions.

Finally I would like to thank all my classmates and friends for their help. Last but not

the least; my family has always been a source of motivation and unconditional love,

which has helped me to accomplish my project on time.

Girish.P.Havale (MBA12001013)



ContentsContentsContentsContents

Sl. No Particulars Page No.

1 Executive Summary 2

2 Introduction of the study 3

3 Title of the study 5

4 Literature Review 7

5 About organization 15

6 Return on investment on

social media marketing

23

7 Objective of the study and

Methodology

30

8 Data analysis 37

9 Findings 62

10 Discussion 65

11 Conclusion 66

12 Reference 67



Executive summary:

Social media as “a group of internet-based applications that build on the ideological and

technological foundations of Web 2.0, and that allow the creation and exchange of user-

generated content. Social media differentiates from traditional/industrial media in many

aspects such as quality, reach, frequency, usability, immediacy and permanence. Social media

marketing refers to the process of gaining website traffic or attention through social media

sites.

Social media marketing programs usually center on efforts to create content that attracts

attention and encourages readers to share it with their social networks. A corporate message

spreads from user to user and presumably resonates because it appears to come from a

trusted, third-party source, as opposed to the brand or company itself. Hence, this form

of marketing is driven by word-of-mouth, meaning it results in earned media rather than paid

media.

Social networks and Facebook have been studied from different perspectives such as the

network structure (Caciet al. 2012), characteristics of the users (Bhattacharyyaet al. 2011;

Hargittai 2007; Karl et al. 2010), usage patterns (Golder et al. 2007; Lampe et al. 2006), and

usage motivations (Joinson 2008; Raacke and Bonds-Raacke 2008), identity management and

self-presentation (Labrecque et al. 2011; Zhao et al. 2008), social interactions (Kostakos and

Venkatanathan 2010; Nazir et al. 2008), and privacy and information disclosure (Debatin et

al. 2009; Krasnova et al. 2009).

Social media users use the social networks with certain way, the previous study answered the

questions like motivation factors of using Facebook, time spent by users on Facebook, who

will spend more time on it, when users spend time on social networks. The present study

states about usage and consumption pattern of contents and advertisements by users on

Facebook.

The usage and consumption pattern of Facebook or social media helps marketers to build

structure of marketing on Facebook.

The research concludes with the findings that Home page, notification, type of Facebook

advertisement, updates about brand and type of information’s are the key elements which

help marketers to build strategy for social media marketing.



Introduction Of the study:

SOCIAL MEDIA

Social media refers to the means of interaction among people in which they create, share, and

exchange information and ideas in virtual communities and networks.

Andreas Kaplan and Michael Haenlein define social media as “a group of internet-based

applications that build on the ideological and technological foundations of Web 2.0, and that

allow the creation and exchange of user-generated content.

Social media differentiates from traditional/industrial media in many aspects such as quality,

reach, frequency, usability, immediacy and permanence. Much of the criticism of social

media are about its exclusiveness as most sites do not allow the transfer of information from

one to another, disparity of information available, issues with trust worthiness and reliability

of information presented, concentration, ownership of media content, and the meaning of

interaction created by social media.

Social network sites (SNSs) provide users with a variety of communication tools. For

example, the SNS Facebook allows users to broadcast messages to large audiences using

status updates and Wall posts, while also providing features, such as chat, for messages the

user wishes to keep private. While the diversity of features available on SNSs allow for

equally diverse forms of communication, previous research addressing the motivations for

using SNSs have not fully considered the possibility that users may be attending to different

features for different reasons. One method for distinguishing among different kinds of

Facebook use is offered by the uses and gratifications approach, a traditional mass media

framework which enables researchers to study how users select media and content to meet

their individual goals (Katz, Blumler, & Gurevich, 1974). In recent years, researchers have

applied this approach to Internet use in order to identify a wide range of motivations driving

the use of various online sites and services, including SNSs such as MySpace and Facebook

(Papacharissi & Mendelson, 2011; Raacke & Bonds-Raacke, 2008). Although previous

research has looked at how motivations affect general use of SNSs, often measured as overall

time spent on the site, little is known about what motivates users to utilize particular site

features. Given the wide range of activities possible on these sites, it is likely users’

motivations for utilizing the various features available will differ. This study explores the

user motivations associated with the use of specific features of Facebook, enabling SNS

scholar’s tomovebeyond measures of general usage and thus providing insight into the

interaction between user motivations and the characteristics of specific features of technical



systems that support social interaction.

Social media marketing:

Social media marketing refers to the process of gaining website traffic or attention through

social media sites.


attention and encourages readers to share it with their social networks. A corporate message

spreads from user to user and presumably resonates because it appears to come from a

trusted, third-party source, as opposed to the brand or company itself. Hence, this form

of marketing is driven by word-of-mouth, meaning it results in earned media rather than paid

media.

Social media is a platform that is easily accessible to anyone with internet access. Increased

communication for organizations fosters brand awareness and often, improved customer

service. Additionally, social media serves as a relatively inexpensive platform for

organizations to implement marketing campaigns.

Understanding Facebook use

Early work showed how Facebook was used to connect with previously existing social

connections, rather than make new connections (Lampe, Ellison, & Steinfield, 2006).

Furthermore, researchers have shown that Facebook provides features that enable these

connections (Lampe, Ellison, & Steinfield, 2007) and that the connections that aremadereflect

similar closeness of ties between online and offline ties (Gilbert & Karahalios, 2009).

However, central to the focus of this study, researchers have shown how Facebook use varies

among users (Burke, Kraut, & Marlow, 2011; Ellison, Stein field, & Lampe, in press; Lampe,

Ellison, & Stein field, 2008). For example, users differ on measures of social capital and

loneliness depending on whether they use the site actively or passively (Burke, Marlow, &

Lento, 2010). Research suggests that status updates can support offline student interactions

(Backhaus & Tashiro, 2010), be used to answer questions posed to the social network

(Morris, Teevan, & Panovich, 2010), or can be mined to describe geographic ‘‘happiness’’

levels (Kramer, 2010). Other work examines differences in the use of SNSs in the workplace

(DiMicco et al., 208; Skeels & Grudin, 2009). Additionally, research has found that the

manner in which people use Facebook changes over time (Lampe et al., 2008). Taken



together, this literature shows that Facebook can support a wide range of social activities.

Given the heterogeneous nature of these sites, and the diversity of users of these sites, it is

likely that different users come to Facebook for different reasons and that these reasons may

be associated with different types of use, such as connecting with strangers or interacting

only with close friends.

Title of the study:

Usage and consumption pattern of social media:

Social networks and Facebook have been studied from different perspectives such as the

network structure (Caciet al. 2012), characteristics of the users (Bhattacharyyaet al. 2011;

Hargittai 2007; Karl et al. 2010), usage patterns (Golder et al. 2007; Lampe et al. 2006), and

usage motivations (Joinson 2008; Raacke and Bonds-Raacke 2008), identity management and

self-presentation (Labrecque et al. 2011; Zhao et al. 2008), social interactions (Kostakos and

Venkatanathan 2010; Nazir et al. 2008), and privacy and information disclosure (Debatin et

al. 2009; Krasnova et al. 2009). One of the early definitions of engagement within brand

communities refers to it as ‘‘consumer’s intrinsic motivation to interact and cooperate with

community members’’ (Algesheimer et al. 2005). Since then, the term has been increasingly

used in the marketing literature, and different context-depended definitions were provided.

While certain interpretations focus on the cognitive and emotional aspects of engagement

(Bowden 2009), others refer to the concept of engagement primarily as a specific activity

type or pattern, beyond purchase, resulting from motivational drivers (Van Doorn et al.

2010). On online platforms, this form of engagement is commonly referred to as online

engagement and is addressed from the perspective of measuring undertaken actions, such as

the click-through rates (CTR), page views, etc., with different measures being applied

depending on the possibilities offered by the platform (Lehmann et al. 2012).



What is User Generated Content?

User Generated Content (UGC), also known as consumer-generated media (CGM), refers to

any material created and uploaded to the Internet by non-media professionals, whether it’s a

comment left on Amazon.com, a professional-quality video uploaded to YouTube, or a

student’s profile on Facebook. UGC has been around in one form or another since the earliest

days of the Internet itself. But in the past five years, thanks to the growing availability of

high-speed Internet access and search technology, it has become one of the dominant forms

of global media. It is currently one of the fastest growing forms of content on the Internet.

UGC is fundamentally altering how audiences interact with the Internet, and how advertisers

reach those audiences. In 2006, UGC sites attracted 69 million users in the United States

alone, and in 2007 generated $1 billion in advertising revenue. By 2011, UGC sites are

projected to attract 101 million users in the U.S. and earn $4.3 billion in ad revenue1. Still,

obstacles remain that prevent advertisers from taking advantage of this dynamic new

medium.

History Early Forms of UGC

UGC has been a staple of the peer-to-peer experience since the dawn of the digital age. The

earliest forms arrived in 1980 with Usenet, a global discussion network that allowed users to

share comments and experiences of a given topic. The late 1990s saw the rise of “ratings

sites,” which allowed users to rate subjects based on any number of criteria, from physical

appearance (ratemyface.com and hotornot.com) to professional competence

(ratemyprofessors.com). These spread quickly across the Internet, and brought with them

controversy over the impact they could have on the lives of private people often unwittingly

exposed to public scrutiny. Such controversies have increased as UGC sites have become

more common and influential. Another early form of UGC are forums; areas within content

websites that allow readers to communicate with each other around topics related to the

content. Even in this era dominated by social media sites, forums continue to be robust,

controlled areas of user content.



Literature review:

Facebook

Facebook Pages (popularly known as ‘Fan Pages’) are a starting point for businesses wanting

to connect to millions of potential and existing customers on Facebook. A Page allows brands

to disseminate marketing and service information fast and lets customers interact directly

with stake holders. Pages are also an important component of Facebook’s own revenue

model[i] as 89% of Facebook’s total revenues come from brands advertising on the platform

and Facebook attracts brands through pages. The users use frequently the Facebook but there

are some patters which tell how frequently they use Facebook pages

Facebook is the social media networking website where one can create profile to

communicate by using user generated contents with others.

Facebook is a social networking site (SNS), which provides users with a platform to create a

personal profile page, add ‘friends’, and send messages. Since the company was founded in

2004, it has become the top ranked social networking site (Kazeniac, 2009). According to

Facebook Statistics (2009), there are over 300 million current active users (i.e. users that have

logged-on in the past 30 days). Facebook users have claimed the site a “necessity, along the

lines of oxygen, water, and food” (Verna, 2009). For many people, visiting Facebook has

become an integral part of their daily lives, and has even caused some to have an unhealthy

obsession with the site. According to Elizabeth Cohen (2009), a CNN medical correspondent,

therapists are seeing more and more “Facebook addicts,” who become compulsive Facebook

users to the point where the site interferes with relationships, jobs, and normal daily life. The

site has transformed social communication in the 21st century, with Facebook and other SNS

reaching hundreds of millions of people across the globe.



Features and Advertising

Facebook continues to add new features and developments on a consistent basis. Since it is

free to create an account, Facebook has to generate its revenue elsewhere, through a venue

such as advertising. Companies can utilize Facebook’s features to reach their audiences in

different ways. Gangadharbatla (2009) states that SNS are changing the way advertisers reach

consumers, and that these changes are transforming online advertising all together. There are

a variety of ways to use Facebook, and the different features allow creativity and

experimentation in advertising. For instance, when users log-on, they are taken to a homep-

age called a “News Feed” which highlights recent activities from other users. Each Facebook

account also includes a personal profile page, a “Wall” to write public messages to other

users, Facebook-generated applications (photos, events, groups, video, notes, and links), and

an inbox to write private messages to other users.

Facebook as a platform for social media marketing the selection of Facebook as an

underlying platform was based on the reasoning that Facebook is currently the largest and

fastest growing SN (Alexa 2012). In addition, according to the findings from a recent market

research (Hubspot 2011), Facebook is considered by the companies as the most attractive

social media platform to be used for marketing, in particular for B2C businesses.

Facebook provides five possibilities for companies to utilize the platform for marketing

purposes: (1) Facebook Ads, (2) Facebook Brand Pages, (3) Social Plugins, (4) Facebook

Applications, and (5) Sponsored Stories (Facebook 2012b). Of these, Facebook pages provide

the largest number of engagement possibilities by direct interaction with the consumers

through dialog. In order to define the terminology, we will describe the concepts used in this

paper based on the current definitions from Facebook (Facebook 2012c). Although like page

is the official name for all Facebook pages which are not user profile pages, we will use the

common terminology brand page (Richter et al. 2011) to distinguish pages created and

operated by brand owners. The content shared on brand pages is referred to as posts and

appears on the central part of the page, known as the wall or timeline. Each page might have

one or more administrators responsible for creation and deletion of content, i.e., the page

moderator. A brand page can have any number of members, in the continuation referred to as

users or fans. Within a Facebook brand page, fans can engagewith a company by (1) posting

content on the wall (depending on the communication policy set by the company), (2)



commenting on the existing post shared by the moderator, (3) indicating interest in an

existing post by pressing the ‘‘like’’ button, i.e., liking, and (4) sharing the post on their

profile wall. Post media type Post media type corresponds to the actual sharing action

undertaken by the page moderator within a Facebook page. At the time of writing, Facebook

offers the possibility to share (1) status, (2) photo, (3) video, and (4) link. These media types

represent different level of media richness which is commonly referred to as vividness of

online content (Daft and Lengel 1986). Moreover, different media types exhibit different

levels of interactivity, expressed through the degree to which users can influence the form

and content of the media environment (Steuer 1992).

Few Evidence suggests that “ad likeability” (LA) a better predictor of sales than many other

measures (ie recall, persuasion, etc) (Cramphorn 1992, Haley and Baldinger 1991, Polsfuss

and Hess 1991, Spaeth, et al. 1990, Thorson 1991). Based on analysis of a considerable

database it has been suggested that both LA (measured as enjoyment) and branding are

critical to successful communication (Hollis 1995). And while Gallup & Robinson found LA

to be positively correlated with Brand Rating (Greene 1992), other research found little

evidence for LA contributing to registration of the brand name (Walker and Dubitsky 1994).

Online social networks have gained an enormous influence among the global population over

the last years. There are several types of these web applications, each with its own purpose,

such as Facebook for personal relations, Youtube for sharing videos or Twitter to exchange

text messages. Such is the speed and facility that provides these communication tools, that it

is indeed revolutionizing marketing techniques, cultural events, political activism and

emergencies management. An important fact of these technologies is that they provide an

enormous amount of user generated data which may be collected and analyzed, bringing lots

of opportunities for human behavior research. In this context Twitter introduces itself as a

fast information diffusion network that allows people to be informed about ongoing events in

real time and to interact with other users. There are several usage motivations for this

network, but lately it has been used as a platform for social collective emergence and

coordination, like the Arab Spring, where it played an important role in the event’s

development. As a result, Twitter is allowing people to become an active part in ongoing

stories, leaving behind the passivity associated to radio, television or press. For researchers it

is an opportunity to analyze the social structures that emerge from the users’ relations and,

because actions are usually time stamped, it also allows to study social dynamics, like



influence dynamics, communities interactions and prediction of information cascades.

Since Facebook first burst upon the virtual scene in 2004, it has become the pre-eminent

social networking site (SNS) on the internet (Anderson, Fagan, Woodnutt, & Chamorro-

Premuzic, 2012). As of 2011, Facebook had 800 million active users, more than 50% of

whom logged onto the site on any given day (Facebook.com, 2011). It is no surprise that

social psychologists have flocked to this exciting new arena of social behavior with

hypotheses and methodologies in tow, hoping to discover how human social interaction plays

out in this ecological niche of cyberspace (Wilson, Gosling, & Graham, 2012). Facebook

activity has puzzling and contradictory effects on social interaction. It apparently satisfies

many of our interpersonal intimacy needs, but at the same time it diverts us from genuine

face-to-face interaction with others (Sheldon, Abad, & Hinsch,2011), and as the use of social

networking sites has increased, the use of other electronic media such as email has declined

(Judd, 2010). Most studies indicate that Facebook users perceive their online time as an

extension of, rather than a substitute for, face-toface interaction (Cheung, Chiu, & Lee, 2011;

Kujath, 2011), and users do not report that the community that they experience online is as

satisfying as the relationships that they have in ‘‘real life’’ (Reich, 2010). Nevertheless, there

has been concern that excessive Facebook use can have negative effects on wellbeing

(Tanner, 2011). Studies indicate that Facebook usage is a good behavioral measure of social

integration among college students (Kalpidou, Costin, & Morris, 2011; Morris, Reese, Beck,

& Mattis, 2009), and belonging to online friendship networks can be associated with higher

life satisfaction and positive feelings under the right circumstances (Seder & Oishi, 2009).

Individuals who are shy or low in self-esteem clearly recognize the potential of Facebook as a

vehicle for increasing social connection, but it is unclear at this time if they benefit from

access to online friendship networks (Ellison, Steinfeld, & Lampe,2007; Forest & Wood,

2012; Orr et al., 2009; Valkenburg, Peter, & Schouten, 2006).These generally desirable

effects may occur because the self-presentation that goes on when one presents one’s self to

the world on Facebook can have a positive influence on self-esteem by increasing self-

awareness of positive traits and characteristics and decreasing awareness of negative things

(Gonzales & Hancock, 2011; Harris, Houston, & Wilson, 2011). On the downside, there is

evidence that more time on Facebook is correlated with more frequent episodes of jealousy

related feelings and behaviors, especially among women (Muise, Christofides, & Desmarais,

2009). There are multiple motivations for using Facebook; we search for social information



about others, entertain ourselves, interact with friends, and use our Facebook page as an

avenue of selfexpression (Baek, Holton, Harp, & Yaschur, 2011; Park, Kee, & Valenzuela,

2009; Wise, Alhabash, & Park, 2010). Younger people join Facebook to connect with friends,

and their parents often join to monitor the behavior of their teenagers (Brandtzaeg, Lüders, &

Skjetne, 2010; Cheung et al., 2011). Once the parents get hooked, however, they begin to use

Facebook more like their children do, although the kids engage in a wider range of activities

(such as chatting and messaging) than do their parents (Brandtzaeg et al., 2010). The

intrusion of parents into the Facebook world of their children is not always welcomed. Even

though Facebook pages are public, they are often perceived as private by teens who do not

want to have their p rents as ‘‘friends’’ (West, Lewis, & Currie, 2009). There is some debate

about the extent to which Facebook usage is about impression management and the

expression of identity as opposed to merely being about social interaction. Since Facebook

can be a way of publicly expressing ‘‘the hoped for possible self’’ (Mehdizadeh, 2010) [p.

358], some researchers believe that impression management is the most important reason for

havin a Facebook page (Krämer & Winter, 2008). It is certainly true that virtual impression

management takes place and that it can be effective. People are more likely to initiate

friendships with individuals displaying attractive profile pictures (Wang, Moon, Kwon,

Evans, & Stefanone, 2010), and even trivial manipulations in the photos can have desirable

(or undesirable) effects. For example, Tifferet, Gaziel, and Baram (2011) found that women

responded more favorably to friend requests from a man with a profile picture of himself

holding a guitar vs. a request from the same man pictured without a guitar, and the

aforementioned study by Wang et al. (2010) found that displaying no picture at all is

preferable to displaying an unattractive photo. Walther, Van Der Heide, Kim, Westerman,

and Tong (2008) even found that we are judged by the attractiveness of our friends’

photographs on Facebook! Be that as it may, studies designed to test the hypothesis that

Facebook usage is primarily about impression management have concluded that this is not

usually the case. Back et al. (2010) and Buss (2012) discovered that Facebook portrayals of

individuals tend to be accurate reflections of their personality rather than idealized versions

of themselves, and when Pempek, Yermolayeva, and Calvert (2009) had 92 undergraduates

keep a diary of their Facebook usage for 1 week, it was clear that their Facebook time was

primarily about social interaction and less about the expression of identity. The fact that

extraverts show more Facebook activity than introverts (Gosling, Augustine, Vazire,

Holtzman, & Gaddis, 2011) offers additional evidence that Facebook usage is heavily driven



by a desire for social interaction. Narcissism may be the one personality trait that identifies

those who may be inclined to use Facebook for self-aggrandizement, a narcissism is

positively related to the frequency of Facebook activities such as checking one’s own page,

updating one’s status, and posting self-promotional notes and photographs (Mehdizadeh,

2010; Ong et al., 2011). In a study by Buffardi and Campbell (2008), volunteers had their

Facebook profiles objectively analyzed and subjectively rated by others. They also filled out

a narcissism scale. Narcissism was positively related to the attractiveness and sexiness of the

photos that were posted as well as with the posting of self-promotional quotes and personal

information. Buffardi and Campbell also found that observers could accurately estimate the

level of a Facebook Page owner’s narcissism. Aside from narcissism, little is known about

how useful personality is for predicting Facebook use, with opinions among researchers

ranging from it being quite useful (Carpenter, Green, & LaFlam, 2011; Gosling et al., 2011)

to being not very useful at all (Ross et al., 2009). Given all of the research that has been done

to date, we still know surprisingly little about demographic influences on Facebook use.

Young people disclose more personal information than older people (Christofides, Muise, &

Desmarais, 2009, 2012), and people seeking relationships disclose more personal information

than people who are not actively seeking a new relationship (Nosco, Wood, & Molema,

2010). The sex of the Facebook owner is a particularly promising yet understudied variable.

Stefanone, Lackaff, and Rosen (2011) found that women have larger Facebook networks than

men, and Walker, Cohen, and Sibbald (2008) found that women are more likely than men to

introduce topics on Facebook that could lead to gossip about themselves. Beyond these few

promising tidbits, however, we do not know much. Most previous studies have focused on

why people use Facebook and on the effects of ‘‘face booking’’ on the wellbeing of

Facebook users.

Similarly, it is well replicated that men and women have very different mating strategies and

preferences, with men seeking attractiveness, youth, and fertility in mates while advertising

their own status, achievement, and access to resources; women show the opposite pattern

(Buss, 1989a, 1989b; Buss & Schmitt, 1993; Geary, 2010). These findings, combined with

behaviors one would reasonably expect from a person’s relationship status, suggest the

following predictions: 1. Everyone will spend more time looking at the Facebook pages of

people about the same age as themselves. However, to the extent that this interest is driven by

the social comparison needs described above, older people should be under less pressure to



do so and will exhibit less interest in same-sex peers and more interest in family. 2. There

will be more interest in looking at the pages of same sex others vs. opposite sex others, and

this tendency will be even stronger in females than in males. 3. Because of the greater

emphasis placed on the physical appearance of women, Females, compared to males, will

spend more time on activities related to impression management with their profile pictures. 4.

Related to the prediction above, females will also spend more time looking at the photos of

other people. 5. Males, compared to females, will spend more time looking at items on the

pages of others’ that reflect an individual’s status or prestige: Educational background,

work/career information, and number of Facebook friends. 6. People not currently in a

relationship, compared to those who are currently in a relationship, will spend less time

looking at the pages of same-sex others (On the assumption, of course, that the majority of

our sample was heterosexual). 7. People not currently in a relationship will expend more

effort at impression management via their Facebook profile pictures than those in a

committed relationship.( Francis T. McAndrew ⇑, Hye Sun Jeong)

The previous studies answered the questions why people use the Facebook? How much time

they spent on it? , who will spent more time on Facebook? , why users keep on updating their

Facebook account? , Motivation factors for using Facebook? , what do people do on

Facebook? According to studies found that youngsters use social network sites for the

creation and the maintenance of friendships Lenhart and Madden (2007), Khan (2009) found

that 65 percent of Facebook users accessed their account daily in several times to see if they

had received new messages Khan (2009). Male students though spend more time on internet

browsing as compared to female students but female students spend more time on the

Facebook (Ahsan ul Haq & Sohail Chand, Pempek). Ahmet Selman Bozkır, Sacide Güzin

Mazman, Ebru Akçapınar Sezer Hacettepe University stated that the most likely time for the

majority of students to log on was during the evening hours from 9:00 p.m. to 12:00 a.m.

According to Nazan Doruer, Pek Menevi Ramadan Eyyam it is found that motivation for

using Facebook are Passing Time, Information Seeking, Personal Status, Relation

Maintenance, Entertainment. User use Facebook about 22 times per week, spending about 30

min per visit (Namkee Park a, Seungyoon Lee, Jang Hyun Kim c).the degree of usage is

accordance with Keeping in contact, Reactivating lost contacts, Managing the existing

network Online address booking, Communicating with contacts, Visibility and self-



representation, Job and applicant search (Schaefer, Cora, University of Karlsruhe). According

to Tracii Ryan, Sophia Xenos one of the note-worthy findings is that the lonely person use

more comparing to other users. It is found that users us Facebook to update their status, to

comment on other users, to indicate others likes, to send private messages (Keith Hampton,

Lauren Sessions Goulet, Lee Rainie, Kristen Purcell). According to Frank reed people like

brands on Facebook to support the brand, to get the discount, to receive updates of brands,

participate in contest, share personal experience, to search specific product, to see brand ads,

due to recommendation of others.

The previous study did not mentioned the usage patterns of contents and how the ads

consumed by the users and there is a gap of consumption and usage pattern of the users of the

page and the news feed. Our study concentrates on these gaps and we are going to bring

relation with the social media marketing.



About Organization

A Brief History of the Facebook

In February 2004, Mark Zuckerberg, with the help of Andrew McCollum and Eduardo

Saverin, launched a website that would change online social interaction forever. The

Facebook started on the campus of Harvard University, where the three friends were students,

Zuckerberg being a psychology major of all things. Within 24 hours of going live, The

Facebook was a community of 1200 Harvard University students. The Facebook buzz grew

on the Harvard campus and within weeks students from Stanford and Yale wanted in. The

network was extended and by April 2004, The Facebook was available on all Ivy League

servers. But Zuckerberg needed help to grow his little social networking site that could. He

would not stop until The Facebook had been installed on all university campuses in America.

In May 2004, only 4 months after The Facebook was born, he dropped out of Harvard and

moved to Silicon Valley with McCollum and Dustin Moskovitz. In September 2004, they

secured venture capital from PayPal founder Peter Thiel. The $500,000 investment was a

start, but Zuckerberg and friends had big plans for The Facebook. Seeing the potential value

in The Facebook, Jim Breyer and Accel Partners ponied up $12.7 million to assist Zuckerberg

in the expansion of his virtual empire. Jim Breyer is an interesting character with many high

level connections. He served as chair for the National Venture Capital Association (NVCA)

with Gilman Louie, who also happened to be CEO of QTel, a CIA established venture capital

firm. Breyer also currently sits on the Board of Directors of WalMart Stores Inc, in the

capacity of Lead / Presiding Independent Director, and Chairman of the Strategic Planning

and Finance Committee. But wait, it gets better. Breyer also sits on the Board of BBN

Technologies along with Anita Jones, who, along with Louie, sat on the Board of Directors of

QTel. Previous to entering the private sector, Jones, interestingly enough held the position of

Director of Defense Research and Engineering for the U.S. Department of Defense where she

was an advisor to the Secretary of Defense and oversaw the Defense Advanced Research

Projects Agency (DARPA). It should be no surprise then, that BBN Technologies has had

many research and development contracts with the National Security Agency (NSA) and

DARPA. BBN Technologies has been around for a while, since 1948 in fact, if their

corporate timeline is to be believed as accurate. In 1969, BBN Technologies launched

ARPANET, the first version of the modern day Internet. In 1982, BBN Technologies “won

the contract to build and operate the worldwide Defense Data Network for the Department of



Defense” and in 1984, they developed the data encryption standards for the NSA, DARPA

and the Air Force. Since then, they’ve worked on a number of military and defense projects,

as well as educational and voice recognition software, they’ve won awards from NASA and

are, generally, the company that provides the technology and support which powers the

Internet. Among other things, they currently offer data mining solutions boasting, “There has

never been so much information available so easily.” And with a $13 million investment in

the fastest growing Social Networking Site online, they are probably quite right. So by

October 2004, Zuckerberg had the money, the manpower, and the institutional backing to go

global. Betatesting continued on within the American University population for the next year,

and in August 2005, The Facebook dropped the “The” and Facebook.com was registered for

$200,000. The network opened up, and within months anyone with a valid institutional email

address from over 30,000 organizations across the planet were eligible for membership,

including high school students, government employees and the corporate community. In

September 2006, Facebook expanded once again. Now anyone with a valid email address

could sign up and populate their profile with their stats, and signup they did. Even after a bit

of bad press with the introduction of the “News Feed” feature, which was labeled intrusive

and viewed as a violation of privacy by many of its longtime users, membership continued to

grow. In fact, between May 2006 and May 2007 Facebook traffic grew by an astonishing

89%. Facebook remained a closed network until May 2007, when Zuckerberg announced that

Facebook was to become the “social operating system for the Internet.” Up until that time,

the Facebook platform was for Facebook alone, but now, users could integrate all of their

Internet activities into their single Facebook profile. Developers quickly started to build

applications for all the popular sites and users started adding them in an effort streamline

their virtual identities. Flickr, MySpace, iTunes, YouTube, del.ici.ous, and Digg had official

apps, and users started creating unofficial apps for these sites as well. Plus there was a whole

host of independent developers creating quizzes, games, friend organizers and a variety of

profile customization apps like virtual gardens and profile picture sketches. CatBook and

DogBook allowed users to create profiles for their pets to network with their friend’s pets,

and Human Pets allowed users to become pets themselves for other users. The next step for

Facebook was direct advertising. In August 2007 Facebook announced that it was looking to

“translate its popularity into bigger profits” by offering advertisersdirect access to their

targeted demographic consumers. Indeed, Zuckerberg and Co. were certainly within their

right to exploit the popularity of the phenomena, why not? What’s the point of offering the



service and collecting all this data if it can’t be used towards lining the company’s

shareholders pockets? And if Facebook isn’t a massive Homeland Security Database, as some

have speculated, advertising is all they got. As a Wall Street Journal article put it, “While the

Web site had roughly 30.6 million visitors in July, the company says it needs to do a better

job profiting from its huge user base.” And through it all, Zuckerberg still plays the role of

the dotcom darling, presenting Facebook as a little independent startup who is holding out

against the big corporate bullies like Viacom and Yahoo, despite its ties to Accel and Silicon

Valley’s corporate elite. What is Facebook? Founded in February 2004, Facebook is a

social network that helps people ommunicate more efficiently with their friends, family,

coworkers and acquaintances. The company develops technologies that facilitate the sharing

of information through the digital mapping of people’s real-world social connections.

Anyone can sign up for Facebook, and in fact, 400 million people are on Facebook. The

average user spends more than 55 minutes per day on Facebook. So, what are these users

doing for 55 minutes per day? More importantly, how can conservative activists use this

network to find like-minded activists and organize around a cause digitally? We’re going to

tell you, so read on! Who started Facebook? Mark Zuckerberg founded Facebook with his

college roommates and fellow computer science students Eduardo Saverin, Dustin Moskovitz

and Chris Hughes while he was a student at Harvard University. The website’s membership

was initially limited to Harvard students, but it later expanded further to include any

university student. In late 2005, it was open to high school students, and finally, in 2006,

Facebook became available to anyone aged 13 and over with a valid e-mail address.

Facebook was once only available through a computer, however; in 2006 applications

became available that make Facebook available through mobile phones, PDAs, iPods and

other mp3 devices. There are more than 65 million active users currently accessing Facebook

through their mobile devices.



Components of Social Media

There are a number of important characteristics that set social media apart from any other sort

of traditional media or online content:

• User generated content: The days of visiting a website and merely reading content

written by someone else are all but gone. Now we are all participants, authors and

content creators. Even commenting on a blog or replying to someone publicly

becomes this is what is known as Web 2.0.

• Conversation: this is not a one-way medium. Anything anyone posts via social media

has the potential to start a conversation. And with technologies such as Twitter, you

can be part of this ever-evolving 24/7 conversation, with the ability to jump in and out

whenever you feel like it. As in real life, you may contribute as little or as much as

you like, thereby shaping the conversation.

• Build and maintain relationships: Through social media you can keep in touch with

existing friends, and even find new friends based on shared interests. From a business

perspective, this includes current and potential clients. You can reconnect with old

friends and maintain existing relationships on a daily basis.

• Communication: For many of us, gone are the days of writing letters or picking up

the phone. I can communicate with my friends via email, text messaging, or through

our Facebook or Twitter accounts. I can even share information or make contact with

multiple people all at the same time.

• Information sharing : If I find something in the newspaper or online, or somewhere

else that I find interesting, I now have the ability to share with a lot of people at the

same time. Old-school methods required photocopying and hand distributing. New

methods allow me to tweet a link to hundreds or thousands of people at a time.

• Community/Consumer focused: while most media is product or company focused,

social media is about building community and functions as such. The members (both

consumer AND company/organization) are participants in the community. It is the

community that dictates the shape and scope of the content.



Facebook structure

News feed: The new layout, by contrast, created an alternative home page in which users saw

a constantly updated list of their friends' Facebook activity. News Feed highlights

information that includes profile changes, upcoming events, and birthdays, among other

updates. This has enabled spammers and other users to manipulate these features by creating

illegitimate events or posting fake birthdays to attract attention to their profile or cause

Timeline: Timeline is the new virtual space in which all the content of Facebook users will

be organized and shown

Wall: The Wall is the original profile space where Facebook users' content. It allows the

posting of messages, often short or temporal notes, for the user to see while displaying the

time and date the message was written. A user's Wall is visible to anyone with the ability to

see his or her full profile, and friends' Wall posts appear in the user's News Feed.

Like: Described by Facebook as a way to "give positive feedback and connect with things

you care about", users can "like" status updates, comments, photos, and links posted by their

friends, as well as adverts, by clicking the "Like" button at the bottom of the content. This

makes the content appear in their friends' News feeds.

Messages and inbox: Since the website's founding, it has allowed users to send messages to

each other. A Facebook user can send a message to any number of his/her friends at a time.

Deleting a message from one's inbox does not delete it from the inbox of other users, thus

disabling a sender to redo a message sent by him or her.

Notification: Notifications are what inform the user that an addition has been added to his or

her profile page. Examples of common notifications include: a message being shared on the

user's wall or a comment on a picture of the user or on a picture that the user has previously

commented on.



Network: Facebook networks can encompass a single broad regional area, a single company

or organization, or any other large grouping. It is not used for posting items or issuing

messages. Rather any users who join a network will be directed to affiliate with other users

within that network.

Groups: Facebook Groups can be created by individual users. Groups allow members to post

items such as links, events, and notes, and to share or to upload files. Groups are used for

discussions, events, etc. and are a way of enabling a number of people to come together

online to share information and discuss specific subjects. They are increasingly used by

clubs, companies and public sector organizations to engage with stakeholders, be they

members of the public, employees, members, service users, shareholders or customers. A

group includes but is not limited to the following: the members who have joined, recent news

contents, wall contents, photos, posted items, videos and all associated comments of such

items. In this respect, groups are similar to Facebook pages (below) but contain a different set

of features. Facebook users cannot join more than 300 groups.

Pages: Facebook users can create pages allowing fans of an individual, organization, product,

service, or concept to like or subscribe to the page posts and updates. Pages look and behave

much like a user's personal private profile, but they are also integrated with Facebook's

advertising system, allowing owners to easily advertise to Facebook's users. Owners (admins)

can send updates to their fans, and they also have access to insights and analytics of their fan

base.

APPLICATIONS

Events: Facebook events are a way for members to let friends know about upcoming events

in their community and to organize social gatherings. Events require an event name, network,

host name, event type, start time, location, and a guest list of friends invited. Events can be

public or private. Private events cannot be found in searches and are by invitation only.

People who have not been invited cannot view a Private event's description, Wall or photos.

They also will not see any Feed stories about the event. When setting up an event the user can

choose to allow friends to upload photos or videos. Note that unlike real world events, all

events are treated as separate entities (when the reality is some events sit inside other events,

going to one event would preclude going to another, and so on).



Marketplace: Facebook Marketplace allowing users to post free classified ads within the

following categories: For Sale, Housing, Jobs, and Other. Ads can be posted in either

available or wanted format. The market place is available for all Facebook users and is

currently free.

Notes: Facebook Notes was introduced on August 22, 2006, a blogging feature that allowed

tags and embeddable images.

Places: It is a feature that lets users "check in" to Facebook using a mobile device to let a

user's friends know where they are at the moment.

Platform: The Facebook Platform provides a set of APIs and tools which enable third-party

developers to integrate with the "open graph", whether through applications on

Facebook.com or external websites and devices

Questions: Facebook announced that its new product, Facebook Questions, facilitates short,

poll-like answers in addition to long-form responses, and also links directly to relevant items

in Facebook's directory of "fan pages".

Photos: One of the most popular applications on Facebook is the Photos application, where

users can upload albums of photos, tag friends helped by face recognition technology, and

comment on photos.

Videos: Users can add their videos with the service by uploading video, adding video

through Facebook Mobile, and using a webcam recording feature. Additionally, users can

"tag" their friends in videos they add much like the way users can tag their friends in photos,

except the location of the friend in the video is not displayed.



Facebook Ads

Advertisements on Facebook. Users can create Facebook Ads to market their products and

ideas. Ads are not free. Ad spending is in the form of Pay-Per-Click (PPC) or Cost-Per-

Thousand-Impressions (CPM).

Page post metrics:

You can see how many people your post reached, how many people engaged with it and how

many people talked about it with their friends. Learn more about:

Facebook engagement: Facebook engagement measures how fans and Facebook users

interact with brand posts and pages.

Engaged user: Engaged Users is the number of people who have clicked anywhere on your

post.

People talking about this: People Talking About This is the number of people who have

created a story from your Page post. Stories include:

• Sharing, liking or commenting on your post

• Answering a question

• Responding to an event

• Claiming an offer

Reach: Reach is the number of people who have seen your post. Figures are for the first 28

days after a post's publication and include people viewing your post on both desktop and

mobile. Your post counts as having reached someone when it is loaded and shown in News

Feed.

• Organic reach: The number of unique people who saw your post in News Feed,

ticker or on your Page.

• Paid reach: The number of unique people who saw this post through an ad.

• Viral reach: The number of unique people who saw this post from a story published

by a friend. These stories can include liking, commenting or sharing your post,

answering a question or responding to an event



Virility: Virility is the number of people who have created a story from your post as a

percentage of the number of people who have seen it.

Return on investment on social media marketing

DEFINITION OF ROI

A performance measure used to evaluate the efficiency of an investment or to compare the

efficiency of a number of different investments. To calculate ROI, the benefit (return) of an

investment is divided by the cost of the investment; the result is expressed as a percentage or

a ratio.

The return on investment formula:

For a single-period review divide the return (net profit) by the resources that were committed

(investment):

Return on investment (%) = (Net profit / Investment) × 100

Return on Marketing Investment (ROMI) =

[(Incremental Revenue Attributable to Marketing * Contribution Margin (%)) - Marketing

Spending ] / Marketing Spending

Contribution margin is the marginal profit per unit sale



Theories of ROI

According to Connie benson

Attributes that are used to measure ROI are as follows

1. Attention : time on website

2. Interaction : click, comment, share

3. Conversation index: ratio between blog post and comments + trackbacks

4. Velocity = distance/ time( rate of how fast your message is travelling in a given time)

5. Sentiment: tone, opinion

6. Qualitative= what did they say

7. Impacts=what did they do(influencers)

Comparison of traditional marketing and new approaches, incorporating

SM

TRADITIONAL MARKETING NEW APPROACHES,

INCORPORATING SOCIAL MEDIA

Interruption and coercion: getting prospects

to stop and pay attention

Thinking like a journalist and thought leader,

making buyer want to consume

Advertising to me. Expensive one way

massages: press, TV

Media chosen to target segments

Developing relation

Wide and broad, ineffective unless product

has wide appeal/ mass distribution option

Provide the means for customers to solve

their problems

Advertising and branding trust in advertising-

exclusively about selling

Centered on interaction. Combination of

marketing and P.R

Great creative work, winning awards Information, education, choice

Rules that cannot be transferred to the web.

Separate from P.R

Delivers useful content at the precise moment

that a buyer need it.



Source: Meerman Scott, (2010)

Types of social media engagement:

1. Post impression are views of the brand posts in the social medium/view of one item

out of five opened e-zine

2. Page impression views of brand owner’s social platform /cost of broadcasting an open

e-zine

3. Personal action: consumption of brand content through an action such as a click on a

photo or video or a link=/YouTube promoted video cost

4. Public action: sharing brand content socially through conspicuous consumption, such

as liking or commenting on content in a manner that ensures others can see what the

user has just done or proactively recommending content to other/ Google paid search

click.



Traditional process for media spending by Bruce D. Weinberg, Ekin

Pehlivan

MARKETING PLAN=>MARKETING BUDGET=>MARKETING

CHANNELS=>CONSUMER

TRADITIONAL SOCIAL

Media Television, radio, print,

billboard, etc

Social networks, blogs, micro

blogs, communities, etc

Spend Cash, cost Social currency,

trustworthiness, authenticity,

transparency, investment

Delivery Direct form of market,

unedited

From source, delivered by

volition of, and in words

selected by, source

Objectives Awareness, knowledge,

recall, purchase etc.

Conversation, sharing,

collaboration, engagement,

evangelism, etc.



THE ROI PYRAMID

Role data Metric Specific

5 categories of social media measurement

• Exposure: Visits, views, followers, fans, subscribers, brands, mentions.

• Influence- share of voice, sentiment, top influencers report

• Engagement : Clicks, Retweets, shares, @replies, DMs, wall posts, comments

• Action/convert: Content downloads, webinar, attendees, lead generation, forms,

pitches/proposals

• Sales: Online sales, phone sales, in personal sales.

Business executives

Business metrics

Business stakeholder

s

Social media

Analytics

Share of voice,

Resonation, WOM, support response,

Community managers and

agencies

Engagement Data

Clicks, Fans, Followers, RTs, Views, check-ins

Revenue, reputation



Business elements of Social media

Investment: time, manpower, technology, guidance

Implementations: developing strategy, embedding social media in integrated marketing

campaigns, blogging, tweeting, building relationships, learning

Impact: click thru rates, retweets, web traffic, conversations, impressions,

followers/fans/friends, press

Financial gain: revenue, transaction, new customers

Social Media ROI (SOCIAL MEDIA ACADEMY)

ROI = (CM-IC)*100/IC

CM: contribution margin

IC: incremental cost

SOCIAL ROI (Knowledge Broker International, SHANE G IBSSON)

Reputation

Risk reduction

Client retention

Efficiency

Business intelligence

Differentiation

Brand association

PR & exposure

Immediate revenue

Long-term revenue

Supplier capacity building

Perception shifting



By Donna L. Hoffman Marek Fodor

To get an ROI estimate, managers would link the social media to an additional set of proxy

benchmarks (e.g., the likelihood of future purchase by a user engaged with the company’s

brand through a specific social media application, or the reach of a specific word of mouth

element and subsequent conversation to future sales) example a popular personal care brand

ran a large scale integrated as campaign on MY space in the second quarter of 2008 and user

matched consumer panels to link online social media behavior to survey measures of

purchase intent as well as actual in store sales. The results showed an ROI of 28% for the ad

coming.

Best social metrics (kaushik.net)

• Conversation: audience comments per post

• Amplification rate: share per post

• Applause Rate: likes per post



Objectives of the study:

1. To understand what users do after logging on Facebook?

2. To know whether the users actively see posts of brands/ business pages.

3. To know the patterns of liking the brand page.

4. To know frequency of the elements which are used on Facebook.

5. To know the frequency of Facebook ads consumed by the user.

6. Understanding the Return on investment in Social media marketing.

Methodology:

The study carried out with sample size of “30” because the study more focused on qualitative

data and with the simultaneously passed questionnaires to users, which fills the data which

cannot get by Qualitative method.

The sample size is considered by using “convenience sampling method”, where by

considering time constrains and user’s convenience. The sample are preferred who are

actively using Facebook and without considering age and gender.

The data collection carried by asking permission to users to use Facebook on laptop, let them

alone to use and activities happened on screen recorded by “BSR SCREEN RECORDER”

and after usage, other data collected by asking questions to them.

BSR SCREEN RECORDER: It is software which records activity happened on screen of

computer, where we collect data are as follows:

1. Time of usage

2. Type of a Facebook pages users preferred with respective to time

3. Activities of users of using elements of Facebook.

After collection of data, the average is calculated in terms of points and ranked them

according to it.



Others data collected by Asking following question to the users after usage:

1. Do you know about brand page

Yes No

2. If you liked any Brand Page please mention.

3. What made you to like the brand page

a. Type of posts

b. Because I am customer of the brand

c. To receive regular updates from brand

d. Friend’s recommendation

e. To participate in contests

f. Seeing friends like

g. To see brand advertisements

h. Mention if any other:

4. What do you do when you see brand post which you liked

a. Like immediately

b. Check the information

c. Lurk the page

d. Depend on the type of post posted

5. Do you notice Facebook adds

Yes No



6. Have you liked on any ads, if yes please mention which brands add you have liked

Yes No

………………………….

7. Rank the ads which you prefer on Facebook.

a. Video ad

b. Link ad

c. Question ad

d. Offer ad

e. Event ad

f. Page ad

g. Application ad

8. Your most favorite activity on Facebook

9. How much time you spend on Facebook in a day

<10min 10-30mins 30-60mins >60mins

10. Do you know about sponsored stories

Yes No

v

v

v

v

v

v

v

v



11. Do you click on sponsored stories

Always sometimes nowhere

12. Do you participated in any contests on Facebook

Yes No

13. What type of Contests you have participated

14. Do you seek Information about product/ service through Facebook

Yes No

15. Give the ranking for the following variables according to preference while checking

your notifications

a. Who likes your post

b. Who tagged your post

c. Who shared post

d. Who comments on your post

e. Application request

f. Post added by your best friend

g. Birthday

h. Lurking

Statistical tool:

1. To know the pattern of usage of Facebook pages and its elements the weighted

average method is used to calculate

2. Pie charts and Bar graphs is used to indicate a clear picture of data’s

3. To know the relation of elements cross tabs used.



Data analysis:

Pattern of Using Facebook Pages

Sl.No

Pages of

facebook Points Rank

1 Home page 1.26 1

2 Profile page 2.33 2

3 Others page 3.4 3

4 Posts 3.43 4

5 Message page 3.833 5

Points

Rank0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

5

Home

pageProfile

pageOthers

pagePosts

Message

page1

23

45

1.26

2.33

3.4 3.43 3.833

Points

Rank



Pattern of consumption pages with respective to time.

Sl.No

Pages of

facebook Points Rank

1 Home page 324.93 1

2 Posts 82.2 2

3

Profile

page 73.56 3

4

Message

page 37.36 4

5

Others

page 4.833 5

324.93, 62% 82.2, 16%

73.56, 14%

37.36,

7%

4.833, 1%

Points

1 Home page

2 Posts

3 Profile page

4 Message page

5 Others page



USERS ACTIVITY AFTER LOGGING INTO FACEBOOK

Sl.NO Activity Points Rank

1 Notification 1.766 1

2 lurking home page 3.3 2

3 Check who is online 4.033 3

4 Chatting 4.5 4

5 friend request 4.633 5

6 check message 4.7 6

7 checking about friend 4.7 7

8 Liking 4.866 8

9 commenting 4.866 9

10 Checking sponsored stories 5.233 10

11 lurking time line 5.3 11

12 sharing posts 5.466 12

13 checking ads 5.6 13

14 Update profile 5.6 13

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Types OF Facebook Advertisements Users Consume

Sl.No Paid Ads Points Rank

1 Video 2.233 1

2 Question 3 2

3 Offer 3.6 3

4 Event 3.633 4

5 Application 4.433 5

6 Link 4.9 6

7 Page 5.2 7

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Most Likely Activities Users Consume On Notification

Sl.No Notification Points Rank

1 likes your post 1.9 1

2 shared your post 3.166 2

3 comments on posts 3.266 3

4 birthday 4.366 4

5 tagged your post 4.5 5

6 application request 5.633 6

7 post by best friend 5.8 7

8 lurking 7.366 8

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Statistics:

N Mean

Valid Missing

Awareness_of_brand_page 30 0 1.133333

Reason_of_liking_brand_page

30 0 2.4

Reaction_looking_at_brand_post

30 0 2.633333

Notice_of_facebook_ads 30 0 1.233333

Click_on_any_ads 30 0 1.533333

Time_spending_on_facebook_in_a_day

30 0 2.433333

Awareness_of_sponsored_stories

30 0 1.4

Click_on_sponsored_stories 18 12 2.5

Participation_of_facebook_contest

30 0 2

Seeking_information_about_brand_on_facebook

30 0 1.466667



Frequency Table

Awareness_of_brand_page

Frequency Percent Valid Percent

Cumulative

Percent

Valid yes 26 86.7 86.7 86.7

no 4 13.3 13.3 100.0

Total 30 100.0 100.0



Frequency Table

Reason_of_liking_brand_page


Cumulative

Percent

Valid no like 4 13.3 13.3 13.3

type of post 6 20.0 20.0 33.3

becouse i am customerr of

it 4 13.3 13.3 46.7

to recive regular updates 13 43.3 43.3 90.0

Seeing friends like 2 6.7 6.7 96.7

To see brand

advertisements 1 3.3 3.3 100.0

Total 30 100.0 100.0



Frequency Table



Cumulative

Percent

Valid like immediately 3 10.0 10.0 10.0

check information 16 53.3 53.3 63.3

depend on type of post 11 36.7 36.7 100.0

Total 30 100.0 100.0



Frequency Table

Notice_of_facebook_ads


Cumulative

Percent

Valid yes 23 76.7 76.7 76.7

no 7 23.3 23.3 100.0

Total 30 100.0 100.0



Frequency Table

Click_on_any_ads


Cumulative

Percent

Valid yes 14 46.7 46.7 46.7

no 16 53.3 53.3 100.0

Total 30 100.0 100.0



Frequency Table

Time_spending_on_facebook_in_a_day


Cumulative

Percent

Valid <10min 5 16.7 16.7 16.7

10-30mins 13 43.3 43.3 60.0

30-60mins 6 20.0 20.0 80.0

>60mins 6 20.0 20.0 100.0

Total 30 100.0 100.0



Frequency Table

Awareness_of_sponsored_stories


Cumulative

Percent

Valid yes 18 60.0 60.0 60.0

no 12 40.0 40.0 100.0

Total 30 100.0 100.0



Frequency Table

Click_on_sponsored_stories


Cumulative

Percent

Valid sometimes 9 30.0 50.0 50.0

nowhere 9 30.0 50.0 100.0

Total 18 60.0 100.0

Missing System 12 40.0

Total 30 100.0



Frequency Table

Participation_of_facebook_contest


Cumulative

Percent

Valid no 30 100.0 100.0 100.0



Frequency Table



Cumulative

Percent

Valid yes 16 53.3 53.3 53.3

no 14 46.7 46.7 100.0

Total 30 100.0 100.0



Crosstabs

Reaction_looking_at_brand_post * Reason_of_liking_brand_page Crosstabulation


Total

like

immediatly

check

information

depend

on

type of

post

Reason_of_liking_brand_pag

e

no like 1 1 2 4

type of post 2 4 0 6

because i am

customer of it 0 2 2 4

to receive

regular updates 0 7 6 13

Seeing friends

like 0 1 1 2

To see brand

advertisements 0 1 0 1

Total 3 16 11 30

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

Reaction_looking_at_bran

d_post *

Reason_of_liking_brand_p

age

30 100.0% 0 .0% 30 100.0%



CROSSTABS


Cases

Valid Missing Total


Time_spending_on_facebo

ok_in_a_day *

Click_on_any_ads

30 100.0% 0 .0% 30 100.0%

Time_spending_on_facebo

ok_in_a_day *

Notice_of_facebook_ads

30 100.0% 0 .0% 30 100.0%

Time_spending_on_facebook_in_a_day * Notice_of_facebook_ads



CROSSTABS


Cases

Valid Missing Total


Awareness_of_sponsored_

stories *

Click_on_sponsored_storie

s

18 60.0% 12 40.0% 30 100.0%

Awareness_of_sponsored_stories * Click_on_sponsored_stories

Crosstabulation

Count

Click_on_sponsored_stories

Total sometimes nowhere

Awareness_of_sponsored_

stories

Yes 9 9 18

Total 9 9 18



Crosstabs


Cases

Valid Missing Total


Awareness_of_brand_page

*

Seeking_information_abou

t_brand_on_facebook

30 100.0% 0 .0% 30 100.0%

Awareness_of_brand_page *


Crosstabulation

Count

Seeking_information_about_bra

nd_on_facebook

Total yes No

Awareness_of_brand_page yes 15 11 26

no 1 3 4

Total 16 14 30



Crosstabs


Cases

Valid Missing Total



age *

Seeking_information_abou

t_brand_on_facebook

30 100.0% 0 .0% 30 100.0%

Reason_of_liking_brand_page *

Seeking_information_about_brand_on_facebook Crosstabulation

Count

Seeking_information_about_bra

nd_on_facebook

Total yes No


age

no like 1 3 4

type of post 2 4 6

becouse i am customerr of

it 3 1 4

to recive regular updates 8 5 13

Seeing friends like 2 0 2

To see brand

advertisements 0 1 1

Total 16 14 30



Findings:

� The order of usage of Facebook pages are a follows

Sl.No

Pages of

Facebook

1 Home page

2 Profile page

3 Others page

4 Posts

5 Message page

� The frequency of most usable pages of Facebook are as follows

Sl.No Pages of Facebook

1 Home page

2 Posts

3 Profile page

4 Message page

5 Others page



� Pattern of the elements users use on Facebook are as follows

Sl.NO Activity

1 Notification

2 lurking home page

3 Check who is online

4 Chatting

5 friend request

6 check message

7 checking about friend

8 Liking

9 Commenting

10 Checking sponsored stories

11 lurking time line

12 sharing posts

13 checking ads

14 Update profile

� Pattern of the Facebook Advertisements user consume are as follows

Sl.No Paid Ads

1 Video

2 Question

3 Offer

4 Event

5 Application

6 Link

7 Page



� Pattern of most likely elements users consume on Facebook Notification are as

follows

Sl.No Notification

1 likes your post

2 shared your post

3 comments on posts

4 Birthday

5 tagged your post

6 application request

7 post by best friend

8 Lurking

� Among 30 sample 86.67% of users are aware about brand page on Facebook.

� Among 30 samples the reason said for liking brand page are, 43.3% to receive

regular updates, 20% due to type of post posted by brand, 13.3% because they are

customer of brand, 6.7% seeing friends like, 3.3% to receive brand advertisement

and 13.3% not liked at all any brand page.

� Among 30 samples reaction when they look at any brand page are 53.3% check

information, 36.7% the reaction depend upon type of post and 10% like

immediately.

� Among 30 sample 76.7% notice Facebook Advertisements and 23.3% don’t.

� Among 30 sample 53.3% click on Facebook advertisement and 46.7% don’t.

� Among 30 sample time spending on Facebook per day are 43.3% 10-30 minutes,

20% 30-60 minutes, 20% more than 60 minutes and remaining 16.7% less than 10

minutes.

� Among 30 samples 60% aware about sponsored stories of Facebook and

remaining 40% don’t.

� Among 30 samples 30% of click on sponsored stories sometimes and 30% don’t

click on it.



� Among 30 samples no one participate on Facebook contests.

� Among 30 samples 53.3% seek information on Facebook and 46.7% don’t.

Discussion:

The study mentioned about the pattern and usage of the Facebook pages where most of the

users given weightage to Home page with first priority so the marketers must concentrate

more on home page of the Facebook, and the elements of the Home page. The Research

justified that Posts is the important element of the Home page where the users engagement is

more so marketers must concentrate on strategy of the posting the posts on Home page. The

findings of the usage of the elements of the Facebook states that the “Notification” is the first

priority given by the users followed by the “Lurking of the Home page”, so the marketers

must build strategy about the Home page where users actions and they can follow Brand

page. Research found that very little users concentrate on paid Advertisements of Facebook,

so marketers must concentrate on non-paid ads that are by posts on walls. Research findings

states that Video ads, question ads and offer ad have greater impact comparing to event ad,

application ad, and link and page ads. The research found most of the users aware about

brand page but they like brand page to receive regular updates so marketers must take action

with proper strategy of updating the information’s on Facebook. The cross tab between

reason of liking brand page and action when users watch brand posts stated that

information checking and the updates of the brand have more concern, so marketers have to

take decisions that the content must concentrate both the information with regular updates.

The cross tab between notice of Facebook ad’s and click on Facebook ad’s states that most

of them notice Facebook ads but very less click on it, so marketers have to take actions on it

to make users click on ads.

The research states that no users are participating on Facebook contests, so marketers must

concentrate less on Facebook contest strategy. The cross tab between time spending on

Facebook and notice on Facebook ad’s states there is no any particular pattern of it so

marketers can take decisions to any users of Facebook. Cross tab between awareness of

sponsored stories and click on sponsored stories states that 50% users click on sponsored

stories that are aware about it, so marketers must build strategy of awareness of sponsored

stories. Cross tab between awareness about brand page and seeking information about



brand page states that 50% of the users seek information among aware users, so marketers

must make aware of Facebook brand pages using traditional or Facebook strategy. Cross tab

between reason of liking brand page and seeking information about brand states that

about 26.6% users like brand page to receive regular updates of brand page. So marketers

have to build strategy for regular updates about their brand page.

Conclusion:


attention and encourages readers to share it with their social networks. Social networks and

Facebook have been studied from different perspectives such as the network structure (Caciet

al. 2012), characteristics of the users (Bhattacharyyaet al. 2011; Hargittai 2007; Karl et al.

2010), usage patterns (Golder et al. 2007; Lampe et al. 2006), and usage motivations (Joinson

2008; Raacke and Bonds-Raacke 2008), identity management and self-presentation

(Labrecque et al. 2011; Zhao et al. 2008), social interactions (Kostakos and Venkatanathan

2010; Nazir et al. 2008), and privacy and information disclosure (Debatin et al. 2009;

Krasnova et al. 2009). Social media users use the social networks with certain way, the

previous study answered the questions like motivation factors of using Facebook, time spent

by users on Facebook, who will spend more time on it, when users spend time on social

networks. The present study states about usage and consumption pattern of contents and

advertisements by users on Facebook The usage and consumption pattern of Facebook or

social media helps marketers to build structure of marketing on Facebook. The research

concludes with the findings that Home page, notification, type of Facebook advertisement,

updates about brand and type of information’s are the key elements which helps marketers to

build strategy for social media marketing.



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