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F a c e b o o k I n c .any website. There is no verificationthat you are the owner of thewebpage you are linking to. Thislack of verification was used in the2008 U.S. presidential election bythe liberal group MoveOn.org . Theycreated advertisements which werecritical of John McCain and SarahPalin. They linked to the websites ofthe mainstream publications (usuallyWashington Post, the AssociatedPress and The Wall Street Journal)which informed about negativeaspects of the policies of McCainand Palin.

Facebook has developed amechanism called Beacon whichtracks user behaviour. By gatheringsuch information, more personalizedand relevant advertisements can bepresented to the users. In somecountries, this is close to breachingprivacy legislation.

• Banners (2.2, 2.3)Those needing sophisticated

ads on Facebook pages can buy themfrom Microsoft, which is theexclusive provider of banner ads onFacebook, in return for investing 240million dollars in Facebook.

In August 2008, Facebooklaunched Engagement ads. They arequite exclusive and only selectedcompanies with well-known brandscan take part. The ads look likewidgets that can be added by a useron her home page (and therefore willbe visible to friends). People canexchange opinions about specificproducts and add comments. Thisspecific type of advertisement ismore of a “brand builder” and it issaid to create close (and morepersonalised) relationships betweencustomers and specific brands.

• Advertising and brand ownersA d v e r t i s i n g i n d i r e c t l y

generates revenues for brand ownersthrough the increase in salesrevenues that are thought to resultfrom these ads. Money from ads isthe main source of revenue for the

company. There is, however, a hugemismatch between operating costsand advertising revenues. Theestimated revenue for 2008 wasUSD 300 million according toWikipedia, almost certainly far lessthan the operating costs of the portalitself.

• Revenue StreamsAlthough offical, hard data is

not available, it is thought that totalannual revenue streams in 2008 wereapproximately USD 300 million.Apart from advertising, there wererevenue streams from:- “ F a c e b o o k p o l l s ” ( 2 . 6 ) :

organization / party / anyone whois interested in getting some dataabout people’s opinion can run aquick one-question survey. Paidper response.

- Facebook users can pay directlymoney to Facebook when buyingthe virtual gifts (around USD 30million annually) (2.7).

- Application developers can earnmoney directly or indirectly fromFacebook users who use theirgadgets.

• Information and content flowsFacebook sends results of the

survey poll to those who paid forthem (1.8). Application developerscreate services and applicationswhich are used on Facebook platform(1.6). Facebook needs to giveappropriate tools and the API to thedevelopers (with documentation)(1.7). Microsoft is “supplying”Facebook with the advertisementbanners (1.5). Advertisers usingMicrosoft banners need to create thecontent for them (1.9). Advertiserscreate the advertisements (graphics,text) which are placed on Facebooksites (1.4). Facebook can also supplyadvertisers with some information(1.3). “Facebook Insights” is theservice of statistics about activity,demographics and performance ofthe ads. Users send content toFacebook platform in different ways:

photos, demographics data, friends,etc.

The transmission of data fromFacebook to user is, of course, donewith help of internet serviceproviders who supply the users withtheir Internet connections (1.1, 1.2).

ConclusionWe have tried to piece together

information about the Facebookbusiness model using data from amultitude of official and informalsources, which means that we canonly draw provisional inferences.The data on operational expenses(USD 200 mill ion) seems tounderstate the true costs, given thesize of the portal. It would appear tobe at least an order of magnitudegreater than that.

Our global assessment is thatthere are serious doubts about theefficacy of the conventional ads inthis kind of general social media site,whereas the “widget-like” bannersseem to show greater promise. Theother revenue streams identified allmake a small contribution toFacebook income.

Given the current economicclimate, it will be interesting to seewhether Facebook’s backers willallow it to evolve into something thatbecomes a true money-spinner, orwhether we are coming up to anothercrisis, esssentially a repeat of the DotCom bubble that culminated in 2000and burst in early 2001.

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Can Facebook be sustainable in a long term?

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Recently, Facebook has been inthe news in connection with its

membership, identity phishing andprivacy concerns. It is one of thebest-known social networking sites(with more users in the West thanBebo, Disney’s Club Penguin,Friendster, Hi5, LinkedIn andMySpace) and has a membershipclaimed to be in excess of 90 million.In spite of this, very little is knownabout the people and organisationsbehind the site and the revenuestreams underpinning its existence.

Facebook has tried to emulatedGoogle’s advert placement services,but sources in advertising say that isfar from clear whether the targetedadvertising approach makes sense ongeneral social networking siteswhere the algorithms driving adplacement do not necessarily do avery effective job of placing relevantads on user’s home pages.

There are clear differences ofinterest among private users andother stakeholder groups. Privacyconcerns arise on a site of this kind.Individual users often assume thattheir network of friends is private

whereas in reality it is a publicvirtual meeting place. This publicnature has been much in evidencew h e n D a n i s h m u n i c i p a lgovernments check on the Facebookpages of social welfare recipients tomake sure that they are not abusingthe system. Telling your friends thatyour boyfriend is staying with youhas been used as evidence towithdraw social payments for singlemothers. Clearly, users should bemore aware of the consequences oftheir actions when publishing theirprivate affairs on Facebook.

B e c a u s e o f i t s l a r g emembership, in 2008 Facebookbecame a key forum for politicalcommunication. Public opinion inconnection with the Democratic andRepublican campaigns was firstshaped and then discussed indifferent Facebook groups, Obama’smore adeptly than McCain’s.

S o m e s m a l l p o l i t i c a lorganizations are using Facebook asa media channel to communicatewith their suporters and collectdonations for a given project orcommunity support.

Business ModelThe Facebook business model

diagram presented below shows

information flows (grey arrows) andrevenue streams (black arrows) thatwe were able to identify. Anexplanation of each arrow follows(see the numerical label).

Generally speaking, there aretwo basic types of adverts on the site:conventional ads which companiescan buy directly from Facebook andbanners provided by Microsoft.

• Conventional ads from Facebook(2.1)

These can be bought directlyon the Facebook webpage. Literallyanyone who has a Facebook accountcan do this by following a fewsimple steps mentioned under“Advertising” on Facebook’s portal:- specify the address of the link you

want the people to be directed toafter clicking the ad;

- p rov ide sho r t t ex t o f t headvertisement and the image;

- specify the target of your group(selecting from the followingcriteria: Location, Sex, Age,Keywords, Education, Workplace,R e l a t i o n s h i p S t a t u s , a n dRelationship Interests).

- specify the price per click you areprepared to pay daily.

Not only can the advertisementbe created by anyone, it can link to

Facebook business model.

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