Question

Business Ethics “A Stakeholder & Issues Management Approach” Joseph W Weiss

Case 15

Facebook’s Beacon: Marketer’s Treasure or User’s Nightmare?

Question

Why do social networking Web sites appeal to so many people? What are people gaining and sacrificing by using social networking Web sites?

In your view, how, if at all, can the battle between Facebook advertisers and Facebook users be resolved?

Answer 1

The appeal of the social networking site is significant to people across age groups. It is considered as the most effective platform where everyone can share their opinions, ideas and connect people close to them. Social networking sites have become so appealing because:

• It opens up a wide opportunity to meet new people
• These sites are user-friendly. Thus, one can utilize it easily for various purposes
• It enables scoop to join groups to share individual and community interest
• Presently, social networking sites are free to use as no added cost is necessary to join those sites
• It can be sued to find a new job opportunity
• It is impactful for business organizations to reach to their consumers and stakeholders directly and recognize their demands

People’s gains from social media are as follows:

• People can develop a relationship with different firms and individuals
• People are benefitted by engaging in real-time communication through social networking web sites
• It enables the organization to reach the target audience
• Several offers and businesses can be provided through social networking sites

People sacrifices by using social media are

• Social life has reduced
• Direct interaction and communication have reduced
• Work efficiency has reduced

The battle between Facebook advertisers and Facebook users has no particular existence. Because advertising enables Facebook not to charge any additional amount from the user while giving services. This is a simple concept of the battle. This battle can be resolved by

• Reducing the number of promotional advertisement
• Reducing vulgar concepts from advertisements
• Maintaining cultural integrity of target users by not showing any content which opposes cultural norms of any community.