Submitted by: Mahasweta Rath, Brenda Bray, Mark Meisner, and Warren Vanname

02/01/2013

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The Purpose and Motivation that Drive Facebook Users

Currently two-thirds of the world’s population participate in a social network, which in turn, translates to 10%

of Internet time logged.1 Facebook alone has 800 million registered users with a growing rate (as of 2009) of

250,000 new users per day.2 Many individuals and organizations across many different age groups, cultures,

and economic backgrounds use Facebook and other social networking platforms to connect and strengthen

current relationships as well as to form new ones. There are other reasons for its use, including the ability to

share information, bring attention to current social and political issues, promote business activities among

current and potential customers bridge the gap between a user’s digital and physical life.3 It is easy to

concentrate on the obvious reasons for Facebook’s popularity, however the real question is not why individuals

use social media, but what are the specific motivators that drive users to these sites.

Motivation is defined as the forces within an individual that drive him or her to account for the direction, level,

and persistence of his efforts expended in a particular task or endower. Direction refers to an individual’s choice

when presented with options. Level refers to the amount of effort an individual puts forth for a task. Persistence

refers to the length of time an individual spends performing a given task. Every organization must explore these

forces of motivation when determining a marketing communications plan that includes social media as an

integrated part of its campaign.

There are different theories that explain motivation ranging from content theories which focus on an

individual’s needs, to process theories that concentrate on the thoughts and decisions which drive and

individual’s motivation. Given that social media mainly concentrates on the individual, and that organizations

should focus on the fulfillment of the actual and perceived needs of a particular platform’s users, it makes the

most sense to explore Abraham Maslow’s hierarchy of needs theory to explain the appeal of social media and

what makes those sites, including Facebook, so attractive to its users.

At its most basic, Maslow’s theory states that our needs govern our actions. Needs according to Maslow are

expressed as a hierarchy which can be seen in the diagram below. 4

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This hierarchy it doesn’t really assume; it stats that some needs are more important than others, and that low-

level needs must be satisfied before higher needs can be met. Basically, physiological needs have to be fulfilled

before safety, safety before belongingness before esteem and esteem before self-actualization. One might ask,

how do these needs drive an individual to social media outlets, and the plain and simple answer is that social

media provide a way to satisfy each of the needs expressed in Maslow’s theory.

Social networking can fulfill physiological needs because it connects individuals with others who may have

knowledge and resources that can be shared with one another. For example, this can be observed after a natural

disaster (such as Hurricane Sandy) or personal tragedy. A user can make requests for food, shelter, and clothing

to those within their network. Those individuals within the network that have the resources will become aware

of the situation, and may choose to supply those resources to the individual in need.3

The use of social networking often satisfies an individual’s needs for safety or security by helping users find

employment. By networking, members often post information that they are seeking employment or, in turn,

provide information concerning current employment opportunities within their own networks. This allows the

Users to obtain employment information quickly, thus improving their chances of securing a successful referral

or interview, which in turn provides the resources necessary (income and compensation) to provide security for

their body, family, and property.5

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Love and belonging needs are also available via the use of social media and networking. This is achieved by

allowing an individual to maintain efficient and readily available connections with family and friends or to seek

a partner for love and intimacy.3 Facebook also fosters a sense of belonging because it allows individual users to

create specific affinity groups ranging from cooking, fan sites, political views, specific organizations, to even

culture and sexual orientation. This way, individuals that share similar views and ideas can come together in a

way that was not easily available before.

The need for esteem can alsobe fulfilled by the individual’s presence on Facebook. By posting accomplishments

or ideas on Facebook, a user in turn receives replies, which may be complimentary in nature, which will boost

the individual’s self-esteem.3 Another way this is accomplished is by the way Facebook has incorporated game

platforms such as Zynga some of which often have achievements that are rewarded to the user when certain

tasks or milestones within the game are accomplished. These rewards are then posted on the user’s message

board and Newsfeed, alerting individuals within the user’s network of his accomplishment, which in turn may

boost the user’s prestige within the group.

Self-actualization needs can be difficult to target, however one may observe that some individuals are keepers

of the flame while others are true problem-solvers.3 The way users may satisfy their self-actualization needs are

by how they represent themselves to others, share individual thoughts and ideas concerning their morality and

personal views, join groups that reflect their own moral and social codes, and have the ability to post their

thoughts without the prejudice or fear that may be more present in a physical environment.

While it might seem on the surface to some organizations that individuals use social media to fulfill a limited

number of needs (to seek of employment, make friends, or seek information) it is critical to understand that

impact of social media is much deeper. This is something that social media marketers and companies may easily

overlook. It is not enough to attract as many users as possible within a social site. As approach might do more

harm than good. If specific brand messages are sent to individuals whose needs are very different or even

antithetical to what the company is seeking to satisfy, for example, sending alcoholic beverage messages to a

group consisting of those under 21 years of age, the negative publicity could be extremely damaging. A

company that satisfies the primary motivators of the real needs of those targeted within a network will

exponentially increase its scope of influence and help build long-lasting relationships with its current and

potential futurecustomers.3

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Dynamics of Facebook Banner Advertising

There are three main ways in which a company can use Facebook to promote and advertise the products and

services that it offers. These include placing banner (display) ads creating their own Facebook page, and

creating polling questions that can be targeted to specific users. Banner ads, the main tool of Facebook

advertising, are small display ads embedded on a user’s profile page. When a user clicks on the banner, they are

driven to the advertisers own Facebook profile page or its external website. The percentage of users that

respond to an advertiser’s banner ad is called the click-through rate, which in 2009 had an industry standard of

0.10%. This translates to one user per 1,000 that actually clicked on a banner ad.4

Many companies that undertake Facebook advertising do so without determining if their business model fits the

culture and functionality of Facebook, often causing those companies to fail in their efforts.7 This was seen in

May 2012 when General Motors yanked its $10 million annual advertising spend on Facebook due to poor

results. Also, a Reuters poll in the same month showed that four out of five Facebook users have never made a

purchase because of a Facebook ad.8 Companies need to understand Facebook’s users and how they interact

within the specific networks that they create in order to effectively target current and potential future customers.

These networks, based on each user’s interests and specific needs, are reflected in the connections,

conversations, and groups formed, which is some of what Facebook specifically offers potential advertisers. If

the brand or product that a company wishes to promote does not come up in the normal conversations of the

users targeted, then Facebook probably is not a good fit for their goals.8

Companies need to also understand the key differences between Facebook’s display ads and Google’s Adwords.

Google’s advertising platform is searched-based, which relies on key words that the user inputs into the search

field to determine which ads will be placed. Facebook’s display ads target the specific potential customer by

how the users self- identify, in essence, by “who they are.” Adwords, on the other hand, is restricted by

targeting potential customers based on what they are currently looking for at the given moment.9 The promise of

Facebook advertising is that it allows for precise targeting, such as the user’s likes, interests, app use, gender,

relationship status, and political affiliation, which companies can then use to maximize their ROI by matching

their brand or product to specific audiences. A side benefit of precise targeting within a social network is that it

enhances the power of viral marketing by facilitating and encouraging targeted individuals to share brand

messaging to all the users with whom they share a connection.10 While Facebook provides the size of the

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specific audiences as well as related likes and interests to target. It does not however, provide competitive data.

It would be a mistake, due to the nature of Facebook’s culture, to target the largest groups, as they are more

expensive and narrower in focus. In short a company should look to use Facebook to generate demand and not

fulfill it, as Google’s Adwords does. Another key differences between Facebook ads and Google Adwords is the

competition factor. Google has space for ten ad placements on the first search page while Facebook only has

three. A Google advertiser needs to bid up for key placement among these spots where as Facebook placement

is based on the target audience. If a company is not specifically targeting key interests among Facebook’s users,

then the ad does not appear at all.10

Below are a few examples of how companies were successful in exploiting Facebook’s target marketing are as

follows:

Clorox promoted their new product Green Works by using Facebook ads to build awareness using a coupon

offer connected with a philanthropic initiative. Females between the ages of 24-54 with precise interests related

to “green” and “clean” topics were targeted. The call to action was to download a $3 coupon and vote on “

Green Heros” in their communities, with the winner receiving a grant. This effort resulted in 400 contest entries

and 20,000 Green Works fans, yeilding a engagement rate of 0.11% which exceeded the average of 0.10%, and

33% of the fan growth was directly tied to the Facebook ads.11

CM Photographics, a wedding photography business based in Minneapolis, Minnesota, used Facebook ads to

reach users it cared most about. Women 24 to 30 living locally whose relationship status was listed as

“engaged” were targeted. Over the first 12 months of the campaign, CM Photographics generated nearly

$40,000 in revenues from an initial $600 investment. Also, the Facebook users who were directed to CM

Photographic’s web site by clicking on the display ads generated 60% qualified leads.11

Domino’s created an international campaign on Facebook in order to unify its current “fans” and gain new ones

by offering a 50% coupon on all online pizza offers. They used Facebook ads and pages to get more “likes,” and

give customers the option to invite friends within their network. This resulted in 542,000 Facebook users driven

to the Domino’s online ordering site. Also, record online sales were reported in many countries were achieved

including the U.S., Canada, and the U.K.11

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Based on the results of these case studies, one may conclude that companies that utilize Facebook to target

user’s interests, needs, and social networks formed, can yeild a successful marketing strategy. Facebook

advertising must be viewed as a way to create a dialogue and promote brand awareness among target audiences.

If the advertiser’s business model is to drive an immediate sale or to reach the greatest number of Facebooks

users as possible, the advertiser may be setting itself up for failure.

Evolution of Facebook Ad Products – Fan pages

Over time, there was a need emerged to upgrade the advertising capabilities to leverage Facebook users social

relationships. Also, there was a need to drive advertisement revenue by not just broadcasting messages from

companies, but by engaging the users in a meaningful way with these advertisers. To that end, fan pages were

created by organizations as a means of advertising as well as joint interest groups. Over time, the fan pages

evolved from simple group of subscribers to featuring applications where data can be integrated into a web site.

Fan pages may also be integrated with the newsfeed feature so that when one user/fan promotes a page, it

appears as updates in their friends newsfeed, there by increasing the chances of the friend promoting the page or

showing interest in the company as well.

Organizations integrated Facebook into their online marketing mix by creating a fan page and making the most

of these pages by following simple strategies such as:

1) Networking with other platforms. For example there are companies that have the Facebook logo on their

landing page

2) Offering a resource page for the brand to target a new audience for the growth of business

3) Offering participation/contests through coupons, free shipping and weekly deals. Offer fans something

that they cannot get anywhere else

4) Use various advertisement techniques such as survey polls, catchy videos to encourage interaction

5) Keeping the contents fresh

Well-known brands like Coca-Cola and Starbucks have had success turning their Facebook fan pages into

popular sites with millions of fans. Local businesses are also leveraging Facebook and can learn from their

global neighbors.12 Local businesses make up 17.6% of Facebook fan pages, according to the financial services

firm Wedbush, while companies make up 6.3% and products 3%. Interests, musicians, and public figures are

also high on the list.

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What's the secret to success on Facebook? Having a pre-existing fan base. It also helps if you're a Fortune 500

company. At least that seems to be the conclusion of new research on the social network. 13 According to Slate's

The Big Money, massive brands that combine their own content with user uploads have seen the best results on

Facebook.

Meanwhile, Sysomos analyzed 600,000 fan pages on Facebook and came up with the following distribution

curve:

 

Page Popularity Distribution

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The following graphs show the cumulative popularity distribution for the nearly 600,000 Facebook Pages in

other research analyzed. The data found:

95% of pages have more than 10 fans

65% of pages have more than 100 fans

23% of pages have more than 1,000 fans

4% of pages have more than 10,000 fans

0.76% of pages have more than 100,000 fans

0.047% of pages have more than one million fans (297 in total).

Sysomos found that the vast of fan pages have between 10 and 1,000 fans. Only 4% of fan pages have more

than 10,000 fans, and less than 1/20 of a percent have more than one million fans. Meanwhile, celebrities only

make up 7% of all fan pages yet they have the majority of fans on the network.  This clearly demonstrates that

the top 10 brands are doing something right to increase the fan base and their (success rate) in Facebook.

The numbers have grown significantly since then. More recent numbers show how the following brands

continued to follow a solid strategy to maintain their momentum.

Red Bull – 26.3 million Facebook fans14 Simply due to the strong content, it motivates the users to

return back to the page and enjoy the feeds that are updated at least twice a day

Coca-Cola – 38.3 million Facebook fans14 Give your fans ownership. The fan page was created by tow

Coke fans, and the page turned out to be the most popular product fan page in Facebook. Coke

rewarded the users by the passionate page owner and collaborated with them to take it further. The page

still retains the fans first mentality

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Victoria’s Secret & Oreo – 17.3 million and 24.5 million fans, respectively14

If you’ve got it, flaunt it. Both Oreo and Victoria’s Secret have the similar social media strategy. Both

brands are achieving high engagement rates and seeing a large number of shares for their posts. (Shares

are important because they take your posts and put them on your fans’ wall for their friends to see)

Media impact: News and media outlets such as the Washington Post, Financial Times, and ABC News have

used aggregated Facebook fan data to create various infographics and charts to accompany their articles. In

2012, the Miss Sri Lanka Online beauty pageant was run exclusively using Facebook.15

Political impact: ABCNews.com reported in 2012 that the Facebook fan bases of political candidates are

relevant to the election campaign, as they:15

Allow politicians and campaign organizers to understand the interests and demographics of their

Facebook fan bases, as with Wisdom for Facebook, to better target their voters

Provide a means for voters to keep up-to-date on candidates' activities, by connecting to the

candidates' Facebook fan pages.

Facebook Platform

Facebook co-founder Mark Zuckerberg said, “Facebook's mission is to make the world more open and

connected.”16 Since Facebook’s release to the public in 2006, it has gained tremendous momentum and has over

one billion users. Each year Facebook has added significant layers of usability to its system, including

“Facebook Platform” in 2007. Prior to this release, businesses were allowed to create corporate profile pages

that companies could use to post data about their products and allow fans to post comments; the pages were

free. So as not to limit their earnings potential, Facebook’s new platform allowed users to develop new

applications, including the Zynga, which developed games, which “attracted 40% of Facebook users.”18 Until

then, about 90% of Facebook’s $4.27 billion revenues were expected from advertising, with the remaining 10%

from commissions on sales of virtual goods.

With the establishment of Facebook Platform, Facebook’s earnings potential greatly increased. The platform

was very popular with users and three months after its launch, over 3,000 applications had been released with

13,000 by January 2008. 17 This process increased Facebook’s number of users, growing from 3.5 million, to 5

million, with the addition of iLike. In retrospect to ‘make the world more open and connected, Facebook’s

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Facebook Platform, allowed developers to further create applications that will allow more interactions and

connectivity. 17 Facebook’s own page called Facebook Developers provides a list of rules for the new

developers, as shown below.17

Create a great user experience

• Build social and engaging applications

• Give users choice and control

• Help users share expressive and relevant content

Be trustworthy

• Respect privacy

• Don't mislead, confuse, defraud, or surprise users

• Don't spam - encourage authentic communications.

In the first two bullets above, Facebook indicates they want developers to build engaging applications that give

users choice and control. While there are many other guidelines listed in the policy, a user could sense that they

have the freedom to create any application that conform to the guidelines. The new access was initially very

popular, but some of Facebook’s rules hampered its continued growth; including Facebook’s desire to require

access to the data on the user’s profile.”18 The user would then have to give Facebook full access to data on their

system and the ability to post information on the users pages or their friend’s pages. Other problems included

dissatisfaction with the quality of some applications. Lastly many users failed to follow Facebook policies. In

addition, Facebook faced very strong competition from Google+, which offered a similar platform that was

easier to use and afforded much greater control over privacy settings.’18 New applications were subject to the

Open Source computing platform used by Facebook Platform which supports Android, PSP, IOS and

Javascript.17

Although Zuckerberg’s mantra is, “making the world a more open and connected place.” He has had to take

steps that are the exact opposite of his statement and, “As a result of some of these issues, Facebook took

actions to remove some developers’ applications. In the previous few months, “Facebook has cut ties with

Voxer, snipped its Instagram functionality with Twitter, immediately cut friend-finding access to Vine, and shut

down Yandex’s new social discovery app, Wonder”.19

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The Harvard Business Review highlights Zynga and the games they built on Facebook which attracted 40% of

Facebook users. 18 Zynga created several games on the platform which became wildly popular, including Texas

Hold’em and FarmVille. These games enticed over 250 million users to Facebook sites. )Facebook originally

included Zynga in it Facebook credits, collecting 30% commission on all Facebook purchases. Such systems

provide increased accesses but also concerns about privacy, usefulness, and the efforts Facebook must take, to

maintain balance.)

Facebook for Websites

In 2008, Facebook launched Connect, which later evolved into Facebook for Web sites. This revolutionary

enhancement to the Facebook platform allowed members to access websites and share information in new and

unique ways. The launch of Facebook for Web sites allowed users to use their Facebook credentials as a single

sign-on resource for Web sites. With the help of some simple code provided to website developers by

Facebook, users could log in to all of their websites that required registration by entering in their Facebook

credentials. This feature was beneficial to both Facebook users and the third-party websites. Facebook users

benefited by using a single point of entry for all websites, not just their Facebook page, and third-party web

sites benefit by gaining access to the wealth of personal data collected by Facebook. According to Facebook

Senior Platform Manager Dave Morin many beta test sites that have been using Facebook Connect have been

seeing users log in with their Facebook IDs instead of their pre-existing site IDs at about a 2:1 ratio.20 Third-

party web sites that used Facebook for Web sites could obtain a significant amount of data on the users who

logged on using their Facebook credentials.21 According to an article about the website CNET.com, “Users get

convenience. Sites get more users. Central registration authorities get incredibly valuable user behavior data.”22

Essentially, in this case, everybody wins.

Facebook for Web sites also allowed users to interact with groups of friends on third-party sites. For example,

Facebook users could now discuss likes and dislikes on third-party sites via the Facebook platform embedded

into the host website. Again this feature benefited both Facebook members and the other web sites. Facebook

made it easier for friends to connect without having to visit Facebook.

Additionally, Facebook for Web sites allowed third-party websites to send member activities back to their

Facebook home page. If a Facebook user visited and commented on information contained in a third-party web

site, that web site could post the comments back to the user’s Facebook page for their connections to view.

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These successes allowed Facebook to raise money to continue to develop and innovate the Facebook for Web

sites platform. One innovation, known as Social Plugins, resulted in some the easiest to use and most popular

features developed on Facebook for Websites. According to the Facebook developer’s website, Social Plugins

are the easiest way to get started with Facebook Platform. The plugins are embeddable social features that can

be integrated in your site with a line of HTML. Because they are hosted by Facebook, the plugins are

personalized for all users who are currently logged into Facebook, even if they are visiting your site for the first

time. The most important Social Plugin is the Like Button, which enables users to share your page with their

friends with one click.23 Given the enormous potential for traffic generation, many sites incorporated the like

button quickly, further cementing Facebook as an important element of the Internet ecosystem.21

Facebook for Websites and its constant innovation helped Facebook to continue its growth and further develop

the Platform, resulting in the ultimate goal, adding Facebook users. In October of last year, Facebook

announced that they had over 1 billion active users and the Facebook Like button had been clicked over 1

trillion times. According to eBizMBA’s rankings of the 15 Most Popular Social Networking Sites, Facebook is

clearly #1 with 750,000 unique users per month.24

As a result of the rapid growth in the Facebook community of users, in May of 2012, Facebook went public. In

addition to making the founders and early investors very wealthy, going public put the microscope directly on

Facebook’s ability to generate revenue. Facebook, much like eBay, Google, Amazon, AutoTrader and

SimplyHired, creates revenue through their platform which connects their member network with advertisers and

businesses. Economists call this a two-sided network. These are networks where costs are incurred and

revenues are derived from both sides of the network and where one side of the network, typically subsidizes the

other.

Successful managers of two-sided network platforms have several unique traits.

First and foremost, for the network to be successful, one side needs to have scale. This is the biggest strength of

Facebook as the largest social networking web site with over 1 billion active users across the globe. Facebook’s

large member base allows for the other side of the network to realize economies of scale.

Secondly, two-sided markets are extremely competitive due to the ability to realize the aforementioned

economies of scale. As their user base grows, margins grow, creating an attractive model for businesses.

Platform leaders can leverage their higher margins to invest more in R&D or lower their prices, driving out

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weaker rivals.25 This ability to leverage and drive out competition leads to winner-take-all markets lead by one,

or very few dominant players. For example, MySpace was the clear leader in the social network game before

Facebook was able to render it virtually irrelevant. MySpace was purchased by News Corp. in 2005 for $580

and eventually discarded for $35 million in 2011. Facebook is now the dominant player in the social network

sphere, with almost 500 million more users its next nearest competitor, Twitter.

Finally, two-sided markets have low barriers to entry. Due to advancements in technology, two-sided markets

are no longer dominated by old world companies like utilities, banks, and shopping malls. Companies like

Amazon and Google have successfully created robust platforms to serve two-sided markets. Additionally,

companies like Twitter and LinkedIn have found niche markets and are growing their market share in the social

networking space.

Much like Google, Facebook generates the bulk of its revenue through advertising. According to financial

projections, Facebook is expected to generate 83% of their revenues from advertising in 2013. For perspective,

96% of Google’s total revenue in 2011 was driven by advertising. In order to both increase and diversify

revenue streams, Facebook could explore options such as charging for services like Facebook Connect, which

are currently provided free of charge, (however, given the potential of Facebook Connect to drive business,

charging for the service seems like an option.) Would firms be willing to pay for both the convenience and

focused customer data that Facebook Connect has the ability to provide?

In two-sided markets, the platform provider, in this case Facebook, has the ability to set pricing for all of the

markets that use its platform. Typically, two-sided networks have a “subsidy side,” that is, a group of users

who, when attracted in volume, are highly valued by the “money side,” the other user group.24 To date,

Facebook has chosen not to charge for Connect, yet below are some key pointsthat may be used to decide

whether or not they should charge, and whether companies would pay for Connect:

Capture cross-side network effects; Websites have alternatives to Facebook and can get user data from

other sites such as Amazon, Google+, Twitter and LinkedIn, all of which store significant user data or

offer services similar to Connect, like single sign-on or Like button substitutes. Since these alternatives

exist, websites most likely would not be willing to pay for Connect

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Price sensitivity; Another consideration is that Facebook currently provides this service for free, so there

may be some fallout if Facebook were to change their pricing structure, much like Netflix experienced.

Output costs; Not a consideration for Facebook as it costs Facebook anything to provide Connect to each

additional website, a possible reason why Facebook does not currently charge for this service

Same-side network effects: Not a consideration for Facebook as they benefit from growth on either side

of the network, a possible reason why Facebook does not currently charge for this service

Multi-homing costs; Costs are low for websites as there are multiple free alternatives provided by Google+ and

Twitter

Based on the above criteria, web sites would most likely not pay for Facebook Connect. Current offerings

provided by other players in the market, such as Google+ and Twitter, can duplicate many of the features

Facebook Connect provides for free, creating alternatives for web sites if Facebook were to charge for the

service. Additionally, Facebook would most likely not charge websites for this service as incremental costs

incurred are minimal, and such growth benefits Facebook. Facebook has many other avenues to generate

revenue that would not cause websites to consider dropping Connect and the Like button. One such example is

the new search tool that Facebook is rolling out whose aim is to increase advertising revenue. Video

advertising, music and video streaming services, expanded payment services and a social search engine are

among additional revenue-generating features Facebook may choose to roll out.26

References:

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5. Manoj. (2012, Feburary 17). Maslow’s hierarchy of needs and the social media that fulfill them – infographic. Retrieved from http://mostviralmedia.com/2012/02/maslows-hierarchy-of-needs-and-the-social-media-that-fulfill-them-infographic/

6. Wasserman, T. (2011, August 19). Click-through rates fell in 2010. Retrieved from http://mashable.com/2011/08/19/google-click-through-rates-fell-in-2010-study/

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7. Perrotta, F. (2012, August 10). A deep dive into Facebook advertising. Retrieved from http://blog.kissmetrics.com/deep-dive-facebook-advertising/

8. Lapowsky, I. (2012, August 16). A Facebook ad campaign that actually works. INC, Retrieved from http://www.inc.com/issie-lapowsky/facebook-ad-campaign-actually-works.html

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15. http://en.wikipedia.org/wiki/Facebook#Media_impact .16. No Author, Facebook,No Date, https://www.facebook.com/facebook/info17. No Author, Facebook Jan25,2013 https://developers.facebook.com/policy/18. Piskorski, Eisenmann, Chen, Feinstein, Oct 28, 2011, HBS, Facebook, Rev October 28, 2011 19. Mike Isaac, All Things Considered, Jan 25, 2013 http://allthingsd.com/20130125/facebooks-platform-

policy-explanation-only-raises-more-questions/20. Needleman, R. (2008, December 04). Facebook connect officially open. Retrieved from

http://news.cnet.com/facebook-connect-officially-open/21. Piskorski, M. J., Eisenmann, T. R., Chen, D., & Feinstein, B. (2011). Facebook. Harvard Business

School, 8-9.22. Needleman, R. (2008, December 01). Facebook connect: scary but good. Retrieved from

http://news.cnet.com/8301-17939_109-10110382-2.html23. Facebook for websites. (n.d.). Retrieved from http://developers.facebook.com/docs/guides/web/24. Top 15 most popular social networking sites | January 2013. (2013, January). Retrieved from

http://www.ebizmba.com/articles/social-networking-websites25. Eisenmann, T., Parker, G. & Van Alstyne, M. (2009, May). Strategies for two-sided networks. Harvard

Business Review, 94-95.26. Kharif, O. (2013, January 03). Facebook balances monetizing, popularity. San Francisco Chronicle.

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