Facebook has become the state-of-the-art communication tool. As a matter of fact, the renowned social network enables users to send emails, chat, share pictures and play games to name but a few (Graham, 2008). This is the reason why business companies are more and more keen to benefit from the famous social group (Annez de Taboada, 2010). This study investigates the relationship between Facebook and the business world. The aim of the investigation is twofold: first it depicts the level of importance of Facebook for companies and to what extent they are eager to use it. Secondly but most importantly, it examines the methods by which this high-tech communication tool is used by certain businesses for their external and internal communication (marketing strategy, technique of recruitment, internal communication, etc.). Questionnaires will be dispatched to a wide range of firms from all types and all sizes to draw up a large panel of statistics. The outcomes will reveal why and how companies use (or do not use) Facebook. The results will also indicate whether those statistics are contingent to the type and size of company (Balaqué, 2010).
Table of Contents
I. Introduction
II. Background literature
III. Data and methodology
A. Theoretical part
B. Practical part
1. External communication
2. Internal communication
IV. Preliminary results
V. Conclusion
Research Objectives and Topics
This study investigates the integration of Facebook into the corporate world, specifically examining how companies leverage the platform for external marketing and recruitment strategies as well as internal communication practices. The research aims to evaluate the professional importance of Facebook for businesses of various sizes and types, while critically reflecting on the potential privacy implications and management control issues arising from its use.
- Professional adoption of Facebook in marketing and public relations
- Methods and strategies for internal corporate communication
- Facebook as a tool for recruitment and applicant selection
- Privacy debates and the management of employees' personal profiles
- Statistical analysis of Facebook usage based on company size and sector
Excerpt from the Book
I. Introduction
For the past couple years the young Mark Zuckerberg and his famous social network “Facebook” have been the focus of much attention. Due to its multifunctional social virtues, Facebook has quickly become a means of communication that cannot be ignored. In addition to its obvious social opportunities in terms of communication, Facebook has now reached a new level of efficiency: besides the fruitfulness of Facebook’s use by individuals, it is now time for companies to profit from Facebook. As a matter of fact, the business world has taken an interest in Facebook for some time now, using it in a variety of new ways: as a new marketing strategy, as a strategy of hiring new employees, as a means of internal communication, etc. Indeed, for a few years now it has become relevant for firms to discuss their interest in Facebook, as many authors have already raised the question. For instance, in De Keyzer (2010), the author investigates the hypothesis that Facebook might soon become the vehicle for public relations in companies. Other writers, such as Balaqué (2010), examined the social networks in a more general way to identify an eventual integration of these networks, such as Facebook or Twitter, in new companies’ marketing strategies. Finally, according to some reviews, Facebook is also perceived as a useful tool to select potential applicants for hiring but also to control office workers’ personal profile, which opens a debate confronting new information technologies and individual liberties (Mallet-Poujol, 1998).
Summary of Chapters
I. Introduction: This chapter introduces the rise of Facebook as a corporate tool, outlining the study's goal to explore its use in external and internal communication.
II. Background literature: This section reviews existing studies on new communication technologies and social networks, highlighting both the professional opportunities and the associated privacy risks.
III. Data and methodology: This chapter details the theoretical foundation of the research and outlines the practical methodology involving a questionnaire survey of firms.
IV. Preliminary results: This section anticipates the types of data to be analyzed, categorizing the expected insights into specific dimensions of external and internal communication.
V. Conclusion: The conclusion reiterates the research questions and emphasizes the need for an objective analysis of Facebook's evolving role in the corporate landscape.
Keywords
Facebook, Social Networks, Corporate Communication, External Communication, Internal Communication, Marketing Strategy, Recruitment, Privacy, Employee Monitoring, Business World, Information Technology, Digital Media, Corporate Image, Human Resources, Professional Usage
Frequently Asked Questions
What is the primary focus of this study?
The study focuses on the relationship between Facebook and the business world, investigating how companies adopt the platform to enhance their operations.
What are the central thematic areas?
The core themes include external communication (marketing, recruitment) and internal communication (information exchange among employees and management).
What is the main research question?
The central question asks what the professional interest of Facebook in the business world is and to what extent it is currently utilized by companies.
Which methodology is employed in this research?
The researcher uses a qualitative and quantitative approach, primarily through a survey questionnaire sent to a wide range of companies.
What topics are covered in the main body?
The main body covers theoretical definitions of communication, the historical evolution of social networks, and practical applications of Facebook, including the controversial topic of employee monitoring.
Which keywords best describe this research?
Relevant keywords include corporate communication, social network marketing, recruitment strategies, privacy rights, and electronic control tools.
How does the study address the privacy risks associated with social media?
The study highlights the ethical debate regarding the balance between a company's legitimacy to manage its brand image and an employee's right to privacy on their personal profiles.
Does the research lean towards a pro or anti-Facebook stance?
The author explicitly states that the research is designed to be objective and consistent, avoiding any bias for or against the use of Facebook by companies.
- Arbeit zitieren
- Sophie Bertrand (Autor:in), 2011, The use of Facebook by companies, München, GRIN Verlag, https://www.grin.com/document/188230
