Research Nugget #2

Chan, Christopher. “Using online advertising to increase the impact of a Library Facebook page.” Library Management 32.4/5 (2011): 361-370.

The main point of this article is the process of analyzing the social media network known as Facebook to test the efficiency of its advertising network. Studies were done in universities nationwide to get students more interested in the library pages of each university.

As the results of this study were being analyzed, it was surprising justhow much information about Facebook users was being made available to advertisers, and the extent to which Facebook tracks the activities of its users.

  • I chose this nugget because I thought it was interesting that the even the author was surprised by the amount of information Facebook gathers from people regarding their interests and their activity on the social network.

This suggests that the use of Facebook advertising effectively doubled the rate at which new fans were being added to the Library Facebook page.

  • After organizing the test to see if users would be more inclined to use the Universities library page after it was advertised on Facebook I thought this was a very good summary nugget of the results. The amount of views on the page doubled proving that Facebook advertisements are very helpful.

Roberts, Katherine K. “Privacy and Perceptions: How Facebook Advertising Affects Its Users.” 24 — The Elon Journal of Undergraduate Research in Communications • Vol. 1, No. 1 • Winter 2010 Privacy and Perceptions: How Facebook Advertising Affects Its Users 1..1. (2010): 24-32. Web.

This scholars source talks about studies done on Facebook users to determine they’re perception of how the ads on Facebook effect them.

The site lets advertisers select the exact demographic that sees the ad, which helps them not waste time or energy on people outside of their chosen market. The advertiser can view the results of who is clicking their ad, and modify it accordingly.

  • While discussing the advertising techniques that Facebook used to make it such an alluring outlet for companies, this nugget talks about how companies are able to send out their ads to Facebook users who show interest in similar areas to their product and so makes the advertisement process much more productive. 

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 un- healthy obsession with the site.

 


Brustein, Joshua. “Facebook Analysts Agree to Disagree on Effectiveness of Its Ads.” Bloomberg Business Week. Bloomberg, 30 Oct. 2013. Web. 08 July 2014.

The argument that this artier takes is that Facebook ads are not being used to there full potential and that they are loosing steam. It talks about how big of an advertising agency it is and continues to  go onto supplying its readers with numbered facts surrounding this topic.

Elliott argues that Facebook isn’t taking advantage of its assets. For instance, the company touts the value of the social graph, an in-depth look at its users’ social connections.

 Analyzing data from traffic on social sites, it found that people are clicking on more Facebook ads and advertisers are seeing 58 percent higher returns on investment than they were a year ago.

  • Similar to a nugget I chose for the previous source, this shows how useful advertisements on Facebook can be since they can double the revenue and activity for companies who use Facebook to advertise their products.

Facebook still drives about 57 percent of that traffic. A year ago it accounted for 77 percent. Pinterest and Twitter have gained the most ground. If advertisers really are unhappy with what Facebook has to offer, they’ll soon have more options.


Synthesis:      Each of the sources I found brought something different to the table regarding the effectiveness of Facebook advertising. The third one was a shorter article however was really helpful in regards to the fact that it took both sides of the argument. It also had similar thought to the source that talked about a social experiment. The second source I found (was a pdf so could not be linked) took a different perspective by discussing a social experiment with university students to see the effectiveness the ads would have in getting student to use library resources. The third and  first shared much similar ideals including the fact that companies that used Facebook ads experienced a spike in activity from their users that doubles in their customer numbers.

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