Synthesis Matrix

What makes Facebook advertisement such a successful tool?

Advertisements on Facebook are a incredibly helpful tool for businesses because:

Names of Authors Facebook’s high amount of users and ability to maintain them and provide them with advertisements daily. Businesses experience a rise in the amount of attention received after advertising with Facebook. Users will be able to see ads based off their Facebook “likes” making them more likely to see ads they enjoy
Paul Tassi




 Facebook has been adapting to new social media interests such as Twitter and Pinterest by incorporating their ideals to maintain its popularity and large amount of daily users.


Advertisements are seen around 40-50% of them time.

 Facebook advertises for over one million companies and businesses. It is claimed that being on Facebook has increased businesses popularity and activity from users by utilizing Facebook as their advertisement outlet.  When users “like” certain interests they have on the social media sight it guaranteed that you would see advertisements from those areas of interest almost 60-100% of the time. Advertisements are even supplies based off you demographics selected on Facebook. For example, the author says that he is given advertisements from “Jacks Threads” even though he has not “liked the company”. He claims that due for him being a 18-30 year old male he is automatically supplied the ad.
Peter Sayer




     Facebook is starting to gather more information from users app purchases, their browsing history and other websites they visit in order to formulate more advertisements custom fit to their users. Because of this increase in amount of information gathered from users Facebook is allowing for more ad control for their users, they will be able to choose whether or not to see ads anymore as well as choosing to see more.
Larry Kim




 Since Facebook receives over one trillion page views a month the sheer amount of possible customers is outrageously large. That being said only a little more than half of these users will see advertisements put on Facebook.    Facebook utilizes a topic and interest-targeting algorithm, which targets users from their interests on Facebook as well as their browser history.
Kevin Curran, Sarah Graham, Christopher Temple




 Facebook boasts that it is available in 40 different languages, which greatly increases the amount of diversity amongst its users as well as increasing the pool of potential viewers for advertisements.


It allows for businesses to exactly choose whom they want their advertisements to be received by as to avoid the unneeded spending of advertisements that will get dismissed by people you are statistically uninterested.


Facebook’s audience also keeps growing as the years go by. As of 2009 older age groups between 35-54 had been almost twice as active on Facebook as in previous years.

 Facebook allows business to have access to millions of viewers daily. By using Facebook’s affordable advertising formats and process businesses gain huge amounts of followers and fans by being active through their media personas and interacting with their fans by supplying offers and informing them of sales or new products.  Audiences can be targeting bases of location, age, relationship status, interests, and the language they speak. This makes the advertisements very selective meaning users will absolutely receive ads they are interested in.
Katherine Roberts




 Based on a study done on college students from different geographical locations across the nation there are some key stats that were revealed that support Facebook’s ability to supply their heavy amount of users with advertisements. 100% of the users that were tested say that they have clicked on applications of advertisements that were supplied for them on Facebook even though only %30 were actually aware that they were advertisements.   Facebook’s ads have increased the amount of views for website it sponsors by %200 and from an online survey %43 percent of online purchasers claim that it is because of Facebook that they found and purchased their particular items. Facebook is privy to all of their users private information since when they sign up for the sight they usually accepts the “terms and conditions” section without reading that part that signs over all of their online information through Facebook to the company to allow them to create personalized ads for users that they know statistically they will enjoy.
Joshua Brustein




 After interviewing 395 different companies about what advertisement outlet was most effective and Facebook was put at the bottom of the list. According to this article Facebook is not using all of their resources to its full potential. For a company who’s targeted audience is on of the largest in the world they aren’t doing as well as they should. Advertisers who use Facebook are seeing 58% higher returns on their investments. Basically they are earning more than half of the money that they invested into advertising through Facebook. AS a result however, Facebook is able to charge more and more per views that they give to businesses ads. They charge on a cost-per thousand basis, a rate that charges companies per 1,000 views they receive on Facebook.  Facebook has began to increase the amount of ads they supply to their users by 85%. However it is said that it doesn’t feel that way because the way Facebook targets their ads toward their users is so effective that users will still only be seeing advertisements they enjoy.
Reed Albergotti




     Facebook has a long history of targeting users with advertisements based off their “likes”. This way, the ad experience is not as painful for users. Recently however Facebook is allowing companies who advertise with them to advertise on the companies own website. They are also tapping into users browsing histories to create a much more efficient targeting formula.
Perry Marshall and Thomas Meloche




 The amount of members on Facebook has grown exponentially in the past few years. As the internet is going more and more mobile, the numbers continue to rise to the point were Facebook could potentially become to largest advertising site in the world. The site boasts that over half of its users log in daily. The average user is connected to 80 community pages and collectively all users create more than 300 billion pieces of new content each month. With Facebook being translated into 70 different languages now as well. A majority of Facebooker’s live outside the United States.  There are certain scenarios that determine whether or not your business will actually thrive when using Facebook’s advertising features. For the most part yes, companies experience a large amount of increase in sales and customers.  


Marshall, Perry, and Thomas Meloche. “Ultimate Guide to Facebook Advertising: How to Access 600 Million Customers in 10 Minutes.”Google Books. Ryan Shea, n.d. Web. 15 July 2014.

Kim, Larry. “Google Display Network vs. Facebook Advertising.” Web log post. WordStream. The WordStream Blog, 15 May 2012. Web. 15 July 2014.

Sayer, Peter. “Facebook Will Gather More User Information, but Offer More Control Over Ads.”CIO. IDG News Service, 12 June 2014. Web. 11 July 2014

Tassi, Paul. “Facebook’s Advertising Is Starting To Spiral Out Of Control.” Forbes. Forbes Magazine, 01 July 2013. Web. 11 July 2014.

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

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.

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

Albergotti, Reed. “Facebook to Target Ads Based on Web Browsin.” The Wall Street Journal. Dow Jones & Company, 12 June 2012. Web. 03 July 2014.

The gaps in the matrix are probably due to the fact that certain sources only cover a specific topic about Facebook advertising. I feel that this is perfectly fine because sources that are missing information about one area carry a lot more information in the others. I don’t think that more research is needed because I feel that each source brings something new to the table that will assist me in the development of my Inquiry Proposal.


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