Usage and consumption pattern of Social Media- Girish.Havale

Social media marketing
[Kousali Institute Of Management Studies, Dharwad ] Page 1
KARNATAK UNIVERSITY, DHARWAD
KOUSALI INSTITUTE OF MANAGEMENT STUDIESKOUSALI INSTITUTE OF MANAGEMENT STUDIESKOUSALI INSTITUTE OF MANAGEMENT STUDIESKOUSALI INSTITUTE OF MANAGEMENT STUDIES
SUMMER IN-PLANT PROJECT
A report onA report onA report onA report on
“The Study on Usage and consumption pattern of Facebook”
On
Social media marketing for Marketers
For partial fulfillment ofFor partial fulfillment ofFor partial fulfillment ofFor partial fulfillment of
MASTERS OF BUSINESS ADMINISTRATION
During the academic yearDuring the academic yearDuring the academic yearDuring the academic year 2012201220122012----11114444
Submitted by:
Mr. Girish.P.Havale
Registration No: MBA12001013
Submitted to
`
EXTERNAL GUIDE:
Mr. Avinash.Kulkarni
CORPORATE SALES HEAD
Tata Motors LTD. MUMBAI
INTERNAL GUIDE:
Dr. M.S.SUBHAS
PROFESSOR IN
MANAGEMENT
KIMS, DHARWAD

KARNATAK UNIVERSITY, DHARWAKARNATAK UNIVERSITY, DHARWAKARNATAK UNIVERSITY, DHARWAKARNATAK UNIVERSITY, DHARWADDDD
KOUSALI INSTITUTE OF MANAGEMENT STUDIESKOUSALI INSTITUTE OF MANAGEMENT STUDIESKOUSALI INSTITUTE OF MANAGEMENT STUDIESKOUSALI INSTITUTE OF MANAGEMENT STUDIES
Dr. A. H. Chachadi Tele / Fax [O]: 91+836+2741882
Dean & Director 91+836+2215305
Professor in Management 91+836+2440011
[R]: 91+836+2742820
Email: dr_ahc@rediffmail.com
Ref. No. KU/KIMS/2012-13/ Date: 23.08.2013
CERTIFICATECERTIFICATECERTIFICATECERTIFICATE
This is to certify that Mr. Girish.P.Havale a bonafide student of Kousali
Institute of Management Studies, Karnatak University, Dharwad has completed
his Summer In-plant Project (SIP) on Social Media Marketing. He has
prepared and submitted project assigned to him,entitled “The Study on Usage
and Consumption Pattern of Facebook” under my guidance.
Dr. M.S.SUBHAS
Faculty in Management
KIMS, Dharwad

DECLARATIONDECLARATIONDECLARATIONDECLARATION
I Girish.P.Havale, student, MBA 2nd
semester, Kousali Institute of Management
Studies, Karnatak University, Dharwad, hereby declare that the project work entitled
“The Study on Usage and Consumption Pattern Of Facebook” on social media
marketing is submitted to Karnatak University, Dharwad in partial fulfillment for the
requirements for the award of the degree of Master of Business Administration. This
project report is a bona-fide work prepared by me under the guidance of Dr.
M.S.SUBHAS Faculty, Kousali Institute of Management Studies, Karnatak
University, Dharwad.
The findings and suggestions of this project report are based on the information
collected by me during the period of my study.
To the best of my knowledge and belief, the matter presented in this report has not
been submitted previously in part or full to any university for the award of any
degrees.
Date: 23/08/2013 Girish.P.Havale
Place: Dharwad (MBA12001013)

ACKNOWLEDGEMENTACKNOWLEDGEMENTACKNOWLEDGEMENTACKNOWLEDGEMENT
This project report is a result of contribution received from a number of people. This
report cannot be claimed as my individual effort. This is to acknowledge all the people
who have provided me with the inspiration, guidance & help during the preparation of
the project. Therefore I extend my deep sense of gratitude towards those who have
contributed.
I am extremely grateful to Mr.Avinash.Kulkarni Corporate Sales Head at Tata Motors,
MUMBAI, for the support and information provided by them throughout my project
duration.
I also wish to express my deep sense of gratitude towards Dr. M.S.Subhas Faculty,
KIMS, Ashraf Allali,Vishwas Raichur and GeetaPatil Assistant Professors in
Management, and all the faculty of Management Department for providing
encouragement, guidance and valuable suggestions.
Finally I would like to thank all my classmates and friends for their help. Last but not
the least; my family has always been a source of motivation and unconditional love,
which has helped me to accomplish my project on time.
Girish.P.Havale
(MBA12001013)

ContentsContentsContentsContents
Sl. No Particulars Page No.
1 Executive Summary 2
2 Introduction of the study 3
3 Title of the study 5
4 Literature Review 7
5 About organization 15
6 Return on investment on
social media marketing
23
7 Objective of the study and
Methodology
30
8 Data analysis 37
9 Findings 62
10 Discussion 65
11 Conclusion 66
12 Reference 67

Executive summary:
Social media as “a group of internet-based applications that build on the ideological and
technological foundations of Web 2.0, and that allow the creation and exchange of user-
generated content. Social media differentiates from traditional/industrial media in many
aspects such as quality, reach, frequency, usability, immediacy and permanence. Social media
marketing refers to the process of gaining website traffic or attention through social media
sites.
Social media marketing programs usually center on efforts to create content that attracts
attention and encourages readers to share it with their social networks. A corporate message
spreads from user to user and presumably resonates because it appears to come from a
trusted, third-party source, as opposed to the brand or company itself. Hence, this form
of marketing is driven by word-of-mouth, meaning it results in earned media rather than paid
media.
Social networks and Facebook have been studied from different perspectives such as the
network structure (Caciet al. 2012), characteristics of the users (Bhattacharyyaet al. 2011;
Hargittai 2007; Karl et al. 2010), usage patterns (Golder et al. 2007; Lampe et al. 2006), and
usage motivations (Joinson 2008; Raacke and Bonds-Raacke 2008), identity management and
self-presentation (Labrecque et al. 2011; Zhao et al. 2008), social interactions (Kostakos and
Venkatanathan 2010; Nazir et al. 2008), and privacy and information disclosure (Debatin et
al. 2009; Krasnova et al. 2009).
Social media users use the social networks with certain way, the previous study answered the
questions like motivation factors of using Facebook, time spent by users on Facebook, who
will spend more time on it, when users spend time on social networks. The present study
states about usage and consumption pattern of contents and advertisements by users on
Facebook.
The usage and consumption pattern of Facebook or social media helps marketers to build
structure of marketing on Facebook.
The research concludes with the findings that Home page, notification, type of Facebook
advertisement, updates about brand and type of information’s are the key elements which
help marketers to build strategy for social media marketing.

Introduction Of the study:
SOCIAL MEDIA
Social media refers to the means of interaction among people in which they create, share, and
exchange information and ideas in virtual communities and networks.
Andreas Kaplan and Michael Haenlein define social media as “a group of internet-based
applications that build on the ideological and technological foundations of Web 2.0, and that
allow the creation and exchange of user-generated content.
Social media differentiates from traditional/industrial media in many aspects such as quality,
reach, frequency, usability, immediacy and permanence. Much of the criticism of social
media are about its exclusiveness as most sites do not allow the transfer of information from
one to another, disparity of information available, issues with trust worthiness and reliability
of information presented, concentration, ownership of media content, and the meaning of
interaction created by social media.
Social network sites (SNSs) provide users with a variety of communication tools. For
example, the SNS Facebook allows users to broadcast messages to large audiences using
status updates and Wall posts, while also providing features, such as chat, for messages the
user wishes to keep private. While the diversity of features available on SNSs allow for
equally diverse forms of communication, previous research addressing the motivations for
using SNSs have not fully considered the possibility that users may be attending to different
features for different reasons. One method for distinguishing among different kinds of
Facebook use is offered by the uses and gratifications approach, a traditional mass media
framework which enables researchers to study how users select media and content to meet
their individual goals (Katz, Blumler, & Gurevich, 1974). In recent years, researchers have
applied this approach to Internet use in order to identify a wide range of motivations driving
the use of various online sites and services, including SNSs such as MySpace and Facebook
(Papacharissi & Mendelson, 2011; Raacke & Bonds-Raacke, 2008). Although previous
research has looked at how motivations affect general use of SNSs, often measured as overall
time spent on the site, little is known about what motivates users to utilize particular site
features. Given the wide range of activities possible on these sites, it is likely users’
motivations for utilizing the various features available will differ. This study explores the
user motivations associated with the use of specific features of Facebook, enabling SNS
scholar’s tomovebeyond measures of general usage and thus providing insight into the
interaction between user motivations and the characteristics of specific features of technical

systems that support social interaction.
Social media marketing:
Social media marketing refers to the process of gaining website traffic or attention through
social media sites.
attention and encourages readers to share it with their social networks. A corporate message
spreads from user to user and presumably resonates because it appears to come from a
trusted, third-party source, as opposed to the brand or company itself. Hence, this form
of marketing is driven by word-of-mouth, meaning it results in earned media rather than paid
media.
Social media is a platform that is easily accessible to anyone with internet access. Increased
communication for organizations fosters brand awareness and often, improved customer
service. Additionally, social media serves as a relatively inexpensive platform for
organizations to implement marketing campaigns.
Understanding Facebook use
Early work showed how Facebook was used to connect with previously existing social
connections, rather than make new connections (Lampe, Ellison, & Steinfield, 2006).
Furthermore, researchers have shown that Facebook provides features that enable these
connections (Lampe, Ellison, & Steinfield, 2007) and that the connections that aremadereflect
similar closeness of ties between online and offline ties (Gilbert & Karahalios, 2009).
However, central to the focus of this study, researchers have shown how Facebook use varies
among users (Burke, Kraut, & Marlow, 2011; Ellison, Stein field, & Lampe, in press; Lampe,
Ellison, & Stein field, 2008). For example, users differ on measures of social capital and
loneliness depending on whether they use the site actively or passively (Burke, Marlow, &
Lento, 2010). Research suggests that status updates can support offline student interactions
(Backhaus & Tashiro, 2010), be used to answer questions posed to the social network
(Morris, Teevan, & Panovich, 2010), or can be mined to describe geographic ‘‘happiness’’
levels (Kramer, 2010). Other work examines differences in the use of SNSs in the workplace
(DiMicco et al., 208; Skeels & Grudin, 2009). Additionally, research has found that the
manner in which people use Facebook changes over time (Lampe et al., 2008). Taken

together, this literature shows that Facebook can support a wide range of social activities.
Given the heterogeneous nature of these sites, and the diversity of users of these sites, it is
likely that different users come to Facebook for different reasons and that these reasons may
be associated with different types of use, such as connecting with strangers or interacting
only with close friends.
Title of the study:
Usage and consumption pattern of social media:
Social networks and Facebook have been studied from different perspectives such as the
network structure (Caciet al. 2012), characteristics of the users (Bhattacharyyaet al. 2011;
Hargittai 2007; Karl et al. 2010), usage patterns (Golder et al. 2007; Lampe et al. 2006), and
usage motivations (Joinson 2008; Raacke and Bonds-Raacke 2008), identity management and
self-presentation (Labrecque et al. 2011; Zhao et al. 2008), social interactions (Kostakos and
Venkatanathan 2010; Nazir et al. 2008), and privacy and information disclosure (Debatin et
al. 2009; Krasnova et al. 2009). One of the early definitions of engagement within brand
communities refers to it as ‘‘consumer’s intrinsic motivation to interact and cooperate with
community members’’ (Algesheimer et al. 2005). Since then, the term has been increasingly
used in the marketing literature, and different context-depended definitions were provided.
While certain interpretations focus on the cognitive and emotional aspects of engagement
(Bowden 2009), others refer to the concept of engagement primarily as a specific activity
type or pattern, beyond purchase, resulting from motivational drivers (Van Doorn et al.
2010). On online platforms, this form of engagement is commonly referred to as online
engagement and is addressed from the perspective of measuring undertaken actions, such as
the click-through rates (CTR), page views, etc., with different measures being applied
depending on the possibilities offered by the platform (Lehmann et al. 2012).

What is User Generated Content?
User Generated Content (UGC), also known as consumer-generated media (CGM), refers to
any material created and uploaded to the Internet by non-media professionals, whether it’s a
comment left on Amazon.com, a professional-quality video uploaded to YouTube, or a
student’s profile on Facebook. UGC has been around in one form or another since the earliest
days of the Internet itself. But in the past five years, thanks to the growing availability of
high-speed Internet access and search technology, it has become one of the dominant forms
of global media. It is currently one of the fastest growing forms of content on the Internet.
UGC is fundamentally altering how audiences interact with the Internet, and how advertisers
reach those audiences. In 2006, UGC sites attracted 69 million users in the United States
alone, and in 2007 generated $1 billion in advertising revenue. By 2011, UGC sites are
projected to attract 101 million users in the U.S. and earn $4.3 billion in ad revenue1. Still,
obstacles remain that prevent advertisers from taking advantage of this dynamic new
medium.
History Early Forms of UGC
UGC has been a staple of the peer-to-peer experience since the dawn of the digital age. The
earliest forms arrived in 1980 with Usenet, a global discussion network that allowed users to
share comments and experiences of a given topic. The late 1990s saw the rise of “ratings
sites,” which allowed users to rate subjects based on any number of criteria, from physical
appearance (ratemyface.com and hotornot.com) to professional competence
(ratemyprofessors.com). These spread quickly across the Internet, and brought with them
controversy over the impact they could have on the lives of private people often unwittingly
exposed to public scrutiny. Such controversies have increased as UGC sites have become
more common and influential. Another early form of UGC are forums; areas within content
websites that allow readers to communicate with each other around topics related to the
content. Even in this era dominated by social media sites, forums continue to be robust,
controlled areas of user content.

Literature review:
Facebook
Facebook Pages (popularly known as ‘Fan Pages’) are a starting point for businesses wanting
to connect to millions of potential and existing customers on Facebook. A Page allows brands
to disseminate marketing and service information fast and lets customers interact directly
with stake holders. Pages are also an important component of Facebook’s own revenue
model[i] as 89% of Facebook’s total revenues come from brands advertising on the platform
and Facebook attracts brands through pages. The users use frequently the Facebook but there
are some patters which tell how frequently they use Facebook pages
Facebook is the social media networking website where one can create profile to
communicate by using user generated contents with others.
Facebook is a social networking site (SNS), which provides users with a platform to create a
personal profile page, add ‘friends’, and send messages. Since the company was founded in
2004, it has become the top ranked social networking site (Kazeniac, 2009). 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 unhealthy
obsession with the site. According to Elizabeth Cohen (2009), a CNN medical correspondent,
therapists are seeing more and more “Facebook addicts,” who become compulsive Facebook
users to the point where the site interferes with relationships, jobs, and normal daily life. The
site has transformed social communication in the 21st century, with Facebook and other SNS
reaching hundreds of millions of people across the globe.

Features and Advertising
Facebook continues to add new features and developments on a consistent basis. Since it is
free to create an account, Facebook has to generate its revenue elsewhere, through a venue
such as advertising. Companies can utilize Facebook’s features to reach their audiences in
different ways. Gangadharbatla (2009) states that SNS are changing the way advertisers reach
consumers, and that these changes are transforming online advertising all together. There are
a variety of ways to use Facebook, and the different features allow creativity and
experimentation in advertising. For instance, when users log-on, they are taken to a homep-
age called a “News Feed” which highlights recent activities from other users. Each Facebook
account also includes a personal profile page, a “Wall” to write public messages to other
users, Facebook-generated applications (photos, events, groups, video, notes, and links), and
an inbox to write private messages to other users.
Facebook as a platform for social media marketing the selection of Facebook as an
underlying platform was based on the reasoning that Facebook is currently the largest and
fastest growing SN (Alexa 2012). In addition, according to the findings from a recent market
research (Hubspot 2011), Facebook is considered by the companies as the most attractive
social media platform to be used for marketing, in particular for B2C businesses.
Facebook provides five possibilities for companies to utilize the platform for marketing
purposes: (1) Facebook Ads, (2) Facebook Brand Pages, (3) Social Plugins, (4) Facebook
Applications, and (5) Sponsored Stories (Facebook 2012b). Of these, Facebook pages provide
the largest number of engagement possibilities by direct interaction with the consumers
through dialog. In order to define the terminology, we will describe the concepts used in this
paper based on the current definitions from Facebook (Facebook 2012c). Although like page
is the official name for all Facebook pages which are not user profile pages, we will use the
common terminology brand page (Richter et al. 2011) to distinguish pages created and
operated by brand owners. The content shared on brand pages is referred to as posts and
appears on the central part of the page, known as the wall or timeline. Each page might have
one or more administrators responsible for creation and deletion of content, i.e., the page
moderator. A brand page can have any number of members, in the continuation referred to as
users or fans. Within a Facebook brand page, fans can engagewith a company by (1) posting
content on the wall (depending on the communication policy set by the company), (2)

commenting on the existing post shared by the moderator, (3) indicating interest in an
existing post by pressing the ‘‘like’’ button, i.e., liking, and (4) sharing the post on their
profile wall. Post media type Post media type corresponds to the actual sharing action
undertaken by the page moderator within a Facebook page. At the time of writing, Facebook
offers the possibility to share (1) status, (2) photo, (3) video, and (4) link. These media types
represent different level of media richness which is commonly referred to as vividness of
online content (Daft and Lengel 1986). Moreover, different media types exhibit different
levels of interactivity, expressed through the degree to which users can influence the form
and content of the media environment (Steuer 1992).
Few Evidence suggests that “ad likeability” (LA) a better predictor of sales than many other
measures (ie recall, persuasion, etc) (Cramphorn 1992, Haley and Baldinger 1991, Polsfuss
and Hess 1991, Spaeth, et al. 1990, Thorson 1991). Based on analysis of a considerable
database it has been suggested that both LA (measured as enjoyment) and branding are
critical to successful communication (Hollis 1995). And while Gallup & Robinson found LA
to be positively correlated with Brand Rating (Greene 1992), other research found little
evidence for LA contributing to registration of the brand name (Walker and Dubitsky 1994).
Online social networks have gained an enormous influence among the global population over
the last years. There are several types of these web applications, each with its own purpose,
such as Facebook for personal relations, Youtube for sharing videos or Twitter to exchange
text messages. Such is the speed and facility that provides these communication tools, that it
is indeed revolutionizing marketing techniques, cultural events, political activism and
emergencies management. An important fact of these technologies is that they provide an
enormous amount of user generated data which may be collected and analyzed, bringing lots
of opportunities for human behavior research. In this context Twitter introduces itself as a
fast information diffusion network that allows people to be informed about ongoing events in
real time and to interact with other users. There are several usage motivations for this
network, but lately it has been used as a platform for social collective emergence and
coordination, like the Arab Spring, where it played an important role in the event’s
development. As a result, Twitter is allowing people to become an active part in ongoing
stories, leaving behind the passivity associated to radio, television or press. For researchers it
is an opportunity to analyze the social structures that emerge from the users’ relations and,
because actions are usually time stamped, it also allows to study social dynamics, like

influence dynamics, communities interactions and prediction of information cascades.
Since Facebook first burst upon the virtual scene in 2004, it has become the pre-eminent
social networking site (SNS) on the internet (Anderson, Fagan, Woodnutt, & Chamorro-
Premuzic, 2012). As of 2011, Facebook had 800 million active users, more than 50% of
whom logged onto the site on any given day (Facebook.com, 2011). It is no surprise that
social psychologists have flocked to this exciting new arena of social behavior with
hypotheses and methodologies in tow, hoping to discover how human social interaction plays
out in this ecological niche of cyberspace (Wilson, Gosling, & Graham, 2012). Facebook
activity has puzzling and contradictory effects on social interaction. It apparently satisfies
many of our interpersonal intimacy needs, but at the same time it diverts us from genuine
face-to-face interaction with others (Sheldon, Abad, & Hinsch,2011), and as the use of social
networking sites has increased, the use of other electronic media such as email has declined
(Judd, 2010). Most studies indicate that Facebook users perceive their online time as an
extension of, rather than a substitute for, face-toface interaction (Cheung, Chiu, & Lee, 2011;
Kujath, 2011), and users do not report that the community that they experience online is as
satisfying as the relationships that they have in ‘‘real life’’ (Reich, 2010). Nevertheless, there
has been concern that excessive Facebook use can have negative effects on wellbeing
(Tanner, 2011). Studies indicate that Facebook usage is a good behavioral measure of social
integration among college students (Kalpidou, Costin, & Morris, 2011; Morris, Reese, Beck,
& Mattis, 2009), and belonging to online friendship networks can be associated with higher
life satisfaction and positive feelings under the right circumstances (Seder & Oishi, 2009).
Individuals who are shy or low in self-esteem clearly recognize the potential of Facebook as a
vehicle for increasing social connection, but it is unclear at this time if they benefit from
access to online friendship networks (Ellison, Steinfeld, & Lampe,2007; Forest & Wood,
2012; Orr et al., 2009; Valkenburg, Peter, & Schouten, 2006).These generally desirable
effects may occur because the self-presentation that goes on when one presents one’s self to
the world on Facebook can have a positive influence on self-esteem by increasing self-
awareness of positive traits and characteristics and decreasing awareness of negative things
(Gonzales & Hancock, 2011; Harris, Houston, & Wilson, 2011). On the downside, there is
evidence that more time on Facebook is correlated with more frequent episodes of jealousy
related feelings and behaviors, especially among women (Muise, Christofides, & Desmarais,
2009). There are multiple motivations for using Facebook; we search for social information

about others, entertain ourselves, interact with friends, and use our Facebook page as an
avenue of selfexpression (Baek, Holton, Harp, & Yaschur, 2011; Park, Kee, & Valenzuela,
2009; Wise, Alhabash, & Park, 2010). Younger people join Facebook to connect with friends,
and their parents often join to monitor the behavior of their teenagers (Brandtzaeg, Lüders, &
Skjetne, 2010; Cheung et al., 2011). Once the parents get hooked, however, they begin to use
Facebook more like their children do, although the kids engage in a wider range of activities
(such as chatting and messaging) than do their parents (Brandtzaeg et al., 2010). The
intrusion of parents into the Facebook world of their children is not always welcomed. Even
though Facebook pages are public, they are often perceived as private by teens who do not
want to have their p rents as ‘‘friends’’ (West, Lewis, & Currie, 2009). There is some debate
about the extent to which Facebook usage is about impression management and the
expression of identity as opposed to merely being about social interaction. Since Facebook
can be a way of publicly expressing ‘‘the hoped for possible self’’ (Mehdizadeh, 2010) [p.
358], some researchers believe that impression management is the most important reason for
havin a Facebook page (Krämer & Winter, 2008). It is certainly true that virtual impression
management takes place and that it can be effective. People are more likely to initiate
friendships with individuals displaying attractive profile pictures (Wang, Moon, Kwon,
Evans, & Stefanone, 2010), and even trivial manipulations in the photos can have desirable
(or undesirable) effects. For example, Tifferet, Gaziel, and Baram (2011) found that women
responded more favorably to friend requests from a man with a profile picture of himself
holding a guitar vs. a request from the same man pictured without a guitar, and the
aforementioned study by Wang et al. (2010) found that displaying no picture at all is
preferable to displaying an unattractive photo. Walther, Van Der Heide, Kim, Westerman,
and Tong (2008) even found that we are judged by the attractiveness of our friends’
photographs on Facebook! Be that as it may, studies designed to test the hypothesis that
Facebook usage is primarily about impression management have concluded that this is not
usually the case. Back et al. (2010) and Buss (2012) discovered that Facebook portrayals of
individuals tend to be accurate reflections of their personality rather than idealized versions
of themselves, and when Pempek, Yermolayeva, and Calvert (2009) had 92 undergraduates
keep a diary of their Facebook usage for 1 week, it was clear that their Facebook time was
primarily about social interaction and less about the expression of identity. The fact that
extraverts show more Facebook activity than introverts (Gosling, Augustine, Vazire,
Holtzman, & Gaddis, 2011) offers additional evidence that Facebook usage is heavily driven

by a desire for social interaction. Narcissism may be the one personality trait that identifies
those who may be inclined to use Facebook for self-aggrandizement, a narcissism is
positively related to the frequency of Facebook activities such as checking one’s own page,
updating one’s status, and posting self-promotional notes and photographs (Mehdizadeh,
2010; Ong et al., 2011). In a study by Buffardi and Campbell (2008), volunteers had their
Facebook profiles objectively analyzed and subjectively rated by others. They also filled out
a narcissism scale. Narcissism was positively related to the attractiveness and sexiness of the
photos that were posted as well as with the posting of self-promotional quotes and personal
information. Buffardi and Campbell also found that observers could accurately estimate the
level of a Facebook Page owner’s narcissism. Aside from narcissism, little is known about
how useful personality is for predicting Facebook use, with opinions among researchers
ranging from it being quite useful (Carpenter, Green, & LaFlam, 2011; Gosling et al., 2011)
to being not very useful at all (Ross et al., 2009). Given all of the research that has been done
to date, we still know surprisingly little about demographic influences on Facebook use.
Young people disclose more personal information than older people (Christofides, Muise, &
Desmarais, 2009, 2012), and people seeking relationships disclose more personal information
than people who are not actively seeking a new relationship (Nosco, Wood, & Molema,
2010). The sex of the Facebook owner is a particularly promising yet understudied variable.
Stefanone, Lackaff, and Rosen (2011) found that women have larger Facebook networks than
men, and Walker, Cohen, and Sibbald (2008) found that women are more likely than men to
introduce topics on Facebook that could lead to gossip about themselves. Beyond these few
promising tidbits, however, we do not know much. Most previous studies have focused on
why people use Facebook and on the effects of ‘‘face booking’’ on the wellbeing of
Facebook users.
Similarly, it is well replicated that men and women have very different mating strategies and
preferences, with men seeking attractiveness, youth, and fertility in mates while advertising
their own status, achievement, and access to resources; women show the opposite pattern
(Buss, 1989a, 1989b; Buss & Schmitt, 1993; Geary, 2010). These findings, combined with
behaviors one would reasonably expect from a person’s relationship status, suggest the
following predictions: 1. Everyone will spend more time looking at the Facebook pages of
people about the same age as themselves. However, to the extent that this interest is driven by
the social comparison needs described above, older people should be under less pressure to

do so and will exhibit less interest in same-sex peers and more interest in family. 2. There
will be more interest in looking at the pages of same sex others vs. opposite sex others, and
this tendency will be even stronger in females than in males. 3. Because of the greater
emphasis placed on the physical appearance of women, Females, compared to males, will
spend more time on activities related to impression management with their profile pictures. 4.
Related to the prediction above, females will also spend more time looking at the photos of
other people. 5. Males, compared to females, will spend more time looking at items on the
pages of others’ that reflect an individual’s status or prestige: Educational background,
work/career information, and number of Facebook friends. 6. People not currently in a
relationship, compared to those who are currently in a relationship, will spend less time
looking at the pages of same-sex others (On the assumption, of course, that the majority of
our sample was heterosexual). 7. People not currently in a relationship will expend more
effort at impression management via their Facebook profile pictures than those in a
committed relationship.( Francis T. McAndrew ⇑, Hye Sun Jeong)
The previous studies answered the questions why people use the Facebook? How much time
they spent on it? , who will spent more time on Facebook? , why users keep on updating their
Facebook account? , Motivation factors for using Facebook? , what do people do on
Facebook? According to studies found that youngsters use social network sites for the
creation and the maintenance of friendships Lenhart and Madden (2007), Khan (2009) found
that 65 percent of Facebook users accessed their account daily in several times to see if they
had received new messages Khan (2009). Male students though spend more time on internet
browsing as compared to female students but female students spend more time on the
Facebook (Ahsan ul Haq & Sohail Chand, Pempek). Ahmet Selman Bozkır, Sacide Güzin
Mazman, Ebru Akçapınar Sezer Hacettepe University stated that the most likely time for the
majority of students to log on was during the evening hours from 9:00 p.m. to 12:00 a.m.
According to Nazan Doruer, Pek Menevi Ramadan Eyyam it is found that motivation for
using Facebook are Passing Time, Information Seeking, Personal Status, Relation
Maintenance, Entertainment. User use Facebook about 22 times per week, spending about 30
min per visit (Namkee Park a, Seungyoon Lee, Jang Hyun Kim c).the degree of usage is
accordance with Keeping in contact, Reactivating lost contacts, Managing the existing
network Online address booking, Communicating with contacts, Visibility and self-

representation, Job and applicant search (Schaefer, Cora, University of Karlsruhe). According
to Tracii Ryan, Sophia Xenos one of the note-worthy findings is that the lonely person use
more comparing to other users. It is found that users us Facebook to update their status, to
comment on other users, to indicate others likes, to send private messages (Keith Hampton,
Lauren Sessions Goulet, Lee Rainie, Kristen Purcell). According to Frank reed people like
brands on Facebook to support the brand, to get the discount, to receive updates of brands,
participate in contest, share personal experience, to search specific product, to see brand ads,
due to recommendation of others.
The previous study did not mentioned the usage patterns of contents and how the ads
consumed by the users and there is a gap of consumption and usage pattern of the users of the
page and the news feed. Our study concentrates on these gaps and we are going to bring
relation with the social media marketing.

About Organization
A Brief History of the Facebook
In February 2004, Mark Zuckerberg, with the help of Andrew McCollum and Eduardo
Saverin, launched a website that would change online social interaction forever. The
Facebook started on the campus of Harvard University, where the three friends were students,
Zuckerberg being a psychology major of all things. Within 24 hours of going live, The
Facebook was a community of 1200 Harvard University students. The Facebook buzz grew
on the Harvard campus and within weeks students from Stanford and Yale wanted in. The
network was extended and by April 2004, The Facebook was available on all Ivy League
servers. But Zuckerberg needed help to grow his little social networking site that could. He
would not stop until The Facebook had been installed on all university campuses in America.
In May 2004, only 4 months after The Facebook was born, he dropped out of Harvard and
moved to Silicon Valley with McCollum and Dustin Moskovitz. In September 2004, they
secured venture capital from PayPal founder Peter Thiel. The $500,000 investment was a
start, but Zuckerberg and friends had big plans for The Facebook. Seeing the potential value
in The Facebook, Jim Breyer and Accel Partners ponied up $12.7 million to assist Zuckerberg
in the expansion of his virtual empire. Jim Breyer is an interesting character with many high
level connections. He served as chair for the National Venture Capital Association (NVCA)
with Gilman Louie, who also happened to be CEO of QTel, a CIA established venture capital
firm. Breyer also currently sits on the Board of Directors of WalMart Stores Inc, in the
capacity of Lead / Presiding Independent Director, and Chairman of the Strategic Planning
and Finance Committee. But wait, it gets better. Breyer also sits on the Board of BBN
Technologies along with Anita Jones, who, along with Louie, sat on the Board of Directors of
QTel. Previous to entering the private sector, Jones, interestingly enough held the position of
Director of Defense Research and Engineering for the U.S. Department of Defense where she
was an advisor to the Secretary of Defense and oversaw the Defense Advanced Research
Projects Agency (DARPA). It should be no surprise then, that BBN Technologies has had
many research and development contracts with the National Security Agency (NSA) and
DARPA. BBN Technologies has been around for a while, since 1948 in fact, if their
corporate timeline is to be believed as accurate. In 1969, BBN Technologies launched
ARPANET, the first version of the modern day Internet. In 1982, BBN Technologies “won
the contract to build and operate the worldwide Defense Data Network for the Department of

Defense” and in 1984, they developed the data encryption standards for the NSA, DARPA
and the Air Force. Since then, they’ve worked on a number of military and defense projects,
as well as educational and voice recognition software, they’ve won awards from NASA and
are, generally, the company that provides the technology and support which powers the
Internet. Among other things, they currently offer data mining solutions boasting, “There has
never been so much information available so easily.” And with a $13 million investment in
the fastest growing Social Networking Site online, they are probably quite right. So by
October 2004, Zuckerberg had the money, the manpower, and the institutional backing to go
global. Betatesting continued on within the American University population for the next year,
and in August 2005, The Facebook dropped the “The” and Facebook.com was registered for
$200,000. The network opened up, and within months anyone with a valid institutional email
address from over 30,000 organizations across the planet were eligible for membership,
including high school students, government employees and the corporate community. In
September 2006, Facebook expanded once again. Now anyone with a valid email address
could sign up and populate their profile with their stats, and signup they did. Even after a bit
of bad press with the introduction of the “News Feed” feature, which was labeled intrusive
and viewed as a violation of privacy by many of its longtime users, membership continued to
grow. In fact, between May 2006 and May 2007 Facebook traffic grew by an astonishing
89%. Facebook remained a closed network until May 2007, when Zuckerberg announced that
Facebook was to become the “social operating system for the Internet.” Up until that time,
the Facebook platform was for Facebook alone, but now, users could integrate all of their
Internet activities into their single Facebook profile. Developers quickly started to build
applications for all the popular sites and users started adding them in an effort streamline
their virtual identities. Flickr, MySpace, iTunes, YouTube, del.ici.ous, and Digg had official
apps, and users started creating unofficial apps for these sites as well. Plus there was a whole
host of independent developers creating quizzes, games, friend organizers and a variety of
profile customization apps like virtual gardens and profile picture sketches. CatBook and
DogBook allowed users to create profiles for their pets to network with their friend’s pets,
and Human Pets allowed users to become pets themselves for other users. The next step for
Facebook was direct advertising. In August 2007 Facebook announced that it was looking to
“translate its popularity into bigger profits” by offering advertisersdirect access to their
targeted demographic consumers. Indeed, Zuckerberg and Co. were certainly within their
right to exploit the popularity of the phenomena, why not? What’s the point of offering the

service and collecting all this data if it can’t be used towards lining the company’s
shareholders pockets? And if Facebook isn’t a massive Homeland Security Database, as some
have speculated, advertising is all they got. As a Wall Street Journal article put it, “While the
Web site had roughly 30.6 million visitors in July, the company says it needs to do a better
job profiting from its huge user base.” And through it all, Zuckerberg still plays the role of
the dotcom darling, presenting Facebook as a little independent startup who is holding out
against the big corporate bullies like Viacom and Yahoo, despite its ties to Accel and Silicon
Valley’s corporate elite. What is Facebook? Founded in February 2004, Facebook is a
social network that helps people ommunicate more efficiently with their friends, family,
coworkers and acquaintances. The company develops technologies that facilitate the sharing
of information through the digital mapping of people’s real-world social connections.
Anyone can sign up for Facebook, and in fact, 400 million people are on Facebook. The
average user spends more than 55 minutes per day on Facebook. So, what are these users
doing for 55 minutes per day? More importantly, how can conservative activists use this
network to find like-minded activists and organize around a cause digitally? We’re going to
tell you, so read on! Who started Facebook? Mark Zuckerberg founded Facebook with his
college roommates and fellow computer science students Eduardo Saverin, Dustin Moskovitz
and Chris Hughes while he was a student at Harvard University. The website’s membership
was initially limited to Harvard students, but it later expanded further to include any
university student. In late 2005, it was open to high school students, and finally, in 2006,
Facebook became available to anyone aged 13 and over with a valid e-mail address.
Facebook was once only available through a computer, however; in 2006 applications
became available that make Facebook available through mobile phones, PDAs, iPods and
other mp3 devices. There are more than 65 million active users currently accessing Facebook
through their mobile devices.

Components of Social Media
There are a number of important characteristics that set social media apart from any other sort
of traditional media or online content:
• User generated content: The days of visiting a website and merely reading content
written by someone else are all but gone. Now we are all participants, authors and
content creators. Even commenting on a blog or replying to someone publicly
becomes this is what is known as Web 2.0.
• Conversation: this is not a one-way medium. Anything anyone posts via social media
has the potential to start a conversation. And with technologies such as Twitter, you
can be part of this ever-evolving 24/7 conversation, with the ability to jump in and out
whenever you feel like it. As in real life, you may contribute as little or as much as
you like, thereby shaping the conversation.
• Build and maintain relationships: Through social media you can keep in touch with
existing friends, and even find new friends based on shared interests. From a business
perspective, this includes current and potential clients. You can reconnect with old
friends and maintain existing relationships on a daily basis.
• Communication: For many of us, gone are the days of writing letters or picking up
the phone. I can communicate with my friends via email, text messaging, or through
our Facebook or Twitter accounts. I can even share information or make contact with
multiple people all at the same time.
• Information sharing: If I find something in the newspaper or online, or somewhere
else that I find interesting, I now have the ability to share with a lot of people at the
same time. Old-school methods required photocopying and hand distributing. New
methods allow me to tweet a link to hundreds or thousands of people at a time.
• Community/Consumer focused: while most media is product or company focused,
social media is about building community and functions as such. The members (both
consumer AND company/organization) are participants in the community. It is the
community that dictates the shape and scope of the content.

Facebook structure
News feed: The new layout, by contrast, created an alternative home page in which users saw
a constantly updated list of their friends' Facebook activity. News Feed highlights
information that includes profile changes, upcoming events, and birthdays, among other
updates. This has enabled spammers and other users to manipulate these features by creating
illegitimate events or posting fake birthdays to attract attention to their profile or cause
Timeline: Timeline is the new virtual space in which all the content of Facebook users will
be organized and shown
Wall: The Wall is the original profile space where Facebook users' content. It allows the
posting of messages, often short or temporal notes, for the user to see while displaying the
time and date the message was written. A user's Wall is visible to anyone with the ability to
see his or her full profile, and friends' Wall posts appear in the user's News Feed.
Like: Described by Facebook as a way to "give positive feedback and connect with things
you care about", users can "like" status updates, comments, photos, and links posted by their
friends, as well as adverts, by clicking the "Like" button at the bottom of the content. This
makes the content appear in their friends' News feeds.
Messages and inbox: Since the website's founding, it has allowed users to send messages to
each other. A Facebook user can send a message to any number of his/her friends at a time.
Deleting a message from one's inbox does not delete it from the inbox of other users, thus
disabling a sender to redo a message sent by him or her.
Notification: Notifications are what inform the user that an addition has been added to his or
her profile page. Examples of common notifications include: a message being shared on the
user's wall or a comment on a picture of the user or on a picture that the user has previously
commented on.

Network: Facebook networks can encompass a single broad regional area, a single company
or organization, or any other large grouping. It is not used for posting items or issuing
messages. Rather any users who join a network will be directed to affiliate with other users
within that network.
Groups: Facebook Groups can be created by individual users. Groups allow members to post
items such as links, events, and notes, and to share or to upload files. Groups are used for
discussions, events, etc. and are a way of enabling a number of people to come together
online to share information and discuss specific subjects. They are increasingly used by
clubs, companies and public sector organizations to engage with stakeholders, be they
members of the public, employees, members, service users, shareholders or customers. A
group includes but is not limited to the following: the members who have joined, recent news
contents, wall contents, photos, posted items, videos and all associated comments of such
items. In this respect, groups are similar to Facebook pages (below) but contain a different set
of features. Facebook users cannot join more than 300 groups.
Pages: Facebook users can create pages allowing fans of an individual, organization, product,
service, or concept to like or subscribe to the page posts and updates. Pages look and behave
much like a user's personal private profile, but they are also integrated with Facebook's
advertising system, allowing owners to easily advertise to Facebook's users. Owners (admins)
can send updates to their fans, and they also have access to insights and analytics of their fan
base.
APPLICATIONS
Events: Facebook events are a way for members to let friends know about upcoming events
in their community and to organize social gatherings. Events require an event name, network,
host name, event type, start time, location, and a guest list of friends invited. Events can be
public or private. Private events cannot be found in searches and are by invitation only.
People who have not been invited cannot view a Private event's description, Wall or photos.
They also will not see any Feed stories about the event. When setting up an event the user can
choose to allow friends to upload photos or videos. Note that unlike real world events, all
events are treated as separate entities (when the reality is some events sit inside other events,
going to one event would preclude going to another, and so on).

Marketplace: Facebook Marketplace allowing users to post free classified ads within the
following categories: For Sale, Housing, Jobs, and Other. Ads can be posted in either
available or wanted format. The market place is available for all Facebook users and is
currently free.
Notes: Facebook Notes was introduced on August 22, 2006, a blogging feature that allowed
tags and embeddable images.
Places: It is a feature that lets users "check in" to Facebook using a mobile device to let a
user's friends know where they are at the moment.
Platform: The Facebook Platform provides a set of APIs and tools which enable third-party
developers to integrate with the "open graph", whether through applications on
Facebook.com or external websites and devices
Questions: Facebook announced that its new product, Facebook Questions, facilitates short,
poll-like answers in addition to long-form responses, and also links directly to relevant items
in Facebook's directory of "fan pages".
Photos: One of the most popular applications on Facebook is the Photos application, where
users can upload albums of photos, tag friends helped by face recognition technology, and
comment on photos.
Videos: Users can add their videos with the service by uploading video, adding video
through Facebook Mobile, and using a webcam recording feature. Additionally, users can
"tag" their friends in videos they add much like the way users can tag their friends in photos,
except the location of the friend in the video is not displayed.

Facebook Ads
Advertisements on Facebook. Users can create Facebook Ads to market their products and
ideas. Ads are not free. Ad spending is in the form of Pay-Per-Click (PPC) or Cost-Per-
Thousand-Impressions (CPM).
Page post metrics:
You can see how many people your post reached, how many people engaged with it and how
many people talked about it with their friends. Learn more about:
Facebook engagement: Facebook engagement measures how fans and Facebook users
interact with brand posts and pages.
Engaged user: Engaged Users is the number of people who have clicked anywhere on your
post.
People talking about this: People Talking About This is the number of people who have
created a story from your Page post. Stories include:
• Sharing, liking or commenting on your post
• Answering a question
• Responding to an event
• Claiming an offer
Reach: Reach is the number of people who have seen your post. Figures are for the first 28
days after a post's publication and include people viewing your post on both desktop and
mobile. Your post counts as having reached someone when it is loaded and shown in News
Feed.
• Organic reach: The number of unique people who saw your post in News Feed,
ticker or on your Page.
• Paid reach: The number of unique people who saw this post through an ad.
• Viral reach: The number of unique people who saw this post from a story published
by a friend. These stories can include liking, commenting or sharing your post,
answering a question or responding to an event

Virility: Virility is the number of people who have created a story from your post as a
percentage of the number of people who have seen it.
Return on investment on social media marketing
DEFINITION OF ROI
A performance measure used to evaluate the efficiency of an investment or to compare the
efficiency of a number of different investments. To calculate ROI, the benefit (return) of an
investment is divided by the cost of the investment; the result is expressed as a percentage or
a ratio.
The return on investment formula:
For a single-period review divide the return (net profit) by the resources that were committed
(investment):
Return on investment (%) = (Net profit / Investment) × 100
Return on Marketing Investment (ROMI) =
[(Incremental Revenue Attributable to Marketing * Contribution Margin (%)) - Marketing
Spending ] / Marketing Spending
Contribution margin is the marginal profit per unit sale

Theories of ROI
According to Connie benson
Attributes that are used to measure ROI are as follows
1. Attention: time on website
2. Interaction: click, comment, share
3. Conversation index: ratio between blog post and comments + trackbacks
4. Velocity = distance/ time( rate of how fast your message is travelling in a given time)
5. Sentiment: tone, opinion
6. Qualitative= what did they say
7. Impacts=what did they do(influencers)
Comparison of traditional marketing and new approaches, incorporating
SM
TRADITIONAL MARKETING NEW APPROACHES,
INCORPORATING SOCIAL MEDIA
Interruption and coercion: getting prospects
to stop and pay attention
Thinking like a journalist and thought leader,
making buyer want to consume
Advertising to me. Expensive one way
massages: press, TV
Media chosen to target segments
Developing relation
Wide and broad, ineffective unless product
has wide appeal/ mass distribution option
Provide the means for customers to solve
their problems
Advertising and branding trust in advertising-
exclusively about selling
Centered on interaction. Combination of
marketing and P.R
Great creative work, winning awards Information, education, choice
Rules that cannot be transferred to the web.
Separate from P.R
Delivers useful content at the precise moment
that a buyer need it.

Source: Meerman Scott, (2010)
Types of social media engagement:
1. Post impression are views of the brand posts in the social medium/view of one item
out of five opened e-zine
2. Page impression views of brand owner’s social platform /cost of broadcasting an open
e-zine
3. Personal action: consumption of brand content through an action such as a click on a
photo or video or a link=/YouTube promoted video cost
4. Public action: sharing brand content socially through conspicuous consumption, such
as liking or commenting on content in a manner that ensures others can see what the
user has just done or proactively recommending content to other/ Google paid search
click.

Traditional process for media spending by Bruce D. Weinberg, Ekin
Pehlivan
MARKETING PLAN=>MARKETING BUDGET=>MARKETING
CHANNELS=>CONSUMER
TRADITIONAL SOCIAL
Media Television, radio, print,
billboard, etc
Social networks, blogs, micro
blogs, communities, etc
Spend Cash, cost Social currency,
trustworthiness, authenticity,
transparency, investment
Delivery Direct form of market,
unedited
From source, delivered by
volition of, and in words
selected by, source
Objectives Awareness, knowledge,
recall, purchase etc.
Conversation, sharing,
collaboration, engagement,
evangelism, etc.

THE ROI PYRAMID
Role data Metric Specific
5 categories of social media measurement
• Exposure: Visits, views, followers, fans, subscribers, brands, mentions.
• Influence- share of voice, sentiment, top influencers report
• Engagement : Clicks, Retweets, shares, @replies, DMs, wall posts, comments
• Action/convert: Content downloads, webinar, attendees, lead generation, forms,
pitches/proposals
• Sales: Online sales, phone sales, in personal sales.
Business
executives
Business
metrics
Business
stakeholder
s
Social
media
Analytics
Share of
voice,
Resonation,
WOM, support
response,
Community
managers and
agencies
Engagement
Data
Clicks, Fans,
Followers,
RTs, Views,
check-ins
Revenue,
reputation

Business elements of Social media
Investment: time, manpower, technology, guidance
Implementations: developing strategy, embedding social media in integrated marketing
campaigns, blogging, tweeting, building relationships, learning
Impact: click thru rates, retweets, web traffic, conversations, impressions,
followers/fans/friends, press
Financial gain: revenue, transaction, new customers
Social Media ROI (SOCIAL MEDIA ACADEMY)
ROI = (CM-IC)*100/IC
CM: contribution margin
IC: incremental cost
SOCIAL ROI (Knowledge Broker International, SHANE GIBSSON)
Reputation
Risk reduction
Client retention
Efficiency
Business intelligence
Differentiation
Brand association
PR & exposure
Immediate revenue
Long-term revenue
Supplier capacity building
Perception shifting

By Donna L. Hoffman Marek Fodor
To get an ROI estimate, managers would link the social media to an additional set of proxy
benchmarks (e.g., the likelihood of future purchase by a user engaged with the company’s
brand through a specific social media application, or the reach of a specific word of mouth
element and subsequent conversation to future sales) example a popular personal care brand
ran a large scale integrated as campaign on MY space in the second quarter of 2008 and user
matched consumer panels to link online social media behavior to survey measures of
purchase intent as well as actual in store sales. The results showed an ROI of 28% for the ad
coming.
Best social metrics (kaushik.net)
• Conversation: audience comments per post
• Amplification rate: share per post
• Applause Rate: likes per post

Objectives of the study:
1. To understand what users do after logging on Facebook?
2. To know whether the users actively see posts of brands/ business pages.
3. To know the patterns of liking the brand page.
4. To know frequency of the elements which are used on Facebook.
5. To know the frequency of Facebook ads consumed by the user.
6. Understanding the Return on investment in Social media marketing.
Methodology:
The study carried out with sample size of “30” because the study more focused on qualitative
data and with the simultaneously passed questionnaires to users, which fills the data which
cannot get by Qualitative method.
The sample size is considered by using “convenience sampling method”, where by
considering time constrains and user’s convenience. The sample are preferred who are
actively using Facebook and without considering age and gender.
The data collection carried by asking permission to users to use Facebook on laptop, let them
alone to use and activities happened on screen recorded by “BSR SCREEN RECORDER”
and after usage, other data collected by asking questions to them.
BSR SCREEN RECORDER: It is software which records activity happened on screen of
computer, where we collect data are as follows:
1. Time of usage
2. Type of a Facebook pages users preferred with respective to time
3. Activities of users of using elements of Facebook.
After collection of data, the average is calculated in terms of points and ranked them
according to it.

Others data collected by Asking following question to the users after usage:
1. Do you know about brand page
Yes No
2. If you liked any Brand Page please mention.
3. What made you to like the brand page
a. Type of posts
b. Because I am customer of the brand
c. To receive regular updates from brand
d. Friend’s recommendation
e. To participate in contests
f. Seeing friends like
g. To see brand advertisements
h. Mention if any other:
4. What do you do when you see brand post which you liked
a. Like immediately
b. Check the information
c. Lurk the page
d. Depend on the type of post posted
5. Do you notice Facebook adds
Yes No

6. Have you liked on any ads, if yes please mention which brands add you have liked
Yes No
………………………….
7. Rank the ads which you prefer on Facebook.
a. Video ad
b. Link ad
c. Question ad
d. Offer ad
e. Event ad
f. Page ad
g. Application ad
8. Your most favorite activity on Facebook
9. How much time you spend on Facebook in a day
<10min 10-30mins 30-60mins >60mins
10. Do you know about sponsored stories
Yes No
v
v
v
v
v
v
v
v

11. Do you click on sponsored stories
Always sometimes nowhere
12. Do you participated in any contests on Facebook
Yes No
13. What type of Contests you have participated
14. Do you seek Information about product/ service through Facebook
Yes No
15. Give the ranking for the following variables according to preference while checking
your notifications
a. Who likes your post
b. Who tagged your post
c. Who shared post
d. Who comments on your post
e. Application request
f. Post added by your best friend
g. Birthday
h. Lurking
Statistical tool:
1. To know the pattern of usage of Facebook pages and its elements the weighted
average method is used to calculate
2. Pie charts and Bar graphs is used to indicate a clear picture of data’s
3. To know the relation of elements cross tabs used.

Data analysis:
Pattern of Using Facebook Pages
Sl.No
Pages of
facebook Points Rank
1 Home page 1.26 1
2 Profile page 2.33 2
3 Others page 3.4 3
4 Posts 3.43 4
5 Message page 3.833 5
Points
Rank0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Home
page
Profile
page
Others
page
Posts
Message
page
1
2
3
4
5
1.26
2.33
3.4 3.43
3.833
Points
Rank

Pattern of consumption pages with respective to time.
Sl.No
Pages of
facebook Points Rank
1 Home page 324.93 1
2 Posts 82.2 2
3
Profile
page 73.56 3
4
Message
page 37.36 4
5
Others
page 4.833 5
324.93, 62%
82.2, 16%
73.56, 14%
37.36,
7%
4.833, 1%
Points
1 Home page
2 Posts
3 Profile page
4 Message page
5 Others page

USERS ACTIVITY AFTER LOGGING INTO FACEBOOK
Sl.NO Activity Points Rank
1 Notification 1.766 1
2 lurking home page 3.3 2
3 Check who is online 4.033 3
4 Chatting 4.5 4
5 friend request 4.633 5
6 check message 4.7 6
7 checking about friend 4.7 7
8 Liking 4.866 8
9 commenting 4.866 9
10 Checking sponsored stories 5.233 10
11 lurking time line 5.3 11
12 sharing posts 5.466 12
13 checking ads 5.6 13
14 Update profile 5.6 13
0
2
4
6
8
10
12
14
16
18
20
Notification
lurkinghomepage
Checkwhoisonline
chatting
friendrequest
checkmessage
checkingaboutfriend
liking
commenting
Checkingsponceredstories
lurkingtimeline
sharringposts
checkingads
Updateprofile
1 2 3 4 5 6 7 8 9 10 11 12 13 14
Rank
Points

Types OF Facebook Advertisements Users Consume
Sl.No Paid Ads Points Rank
1 Video 2.233 1
2 Question 3 2
3 Offer 3.6 3
4 Event 3.633 4
5 Application 4.433 5
6 Link 4.9 6
7 Page 5.2 7
0
2
4
6
8
10
12
14
Video
Question
Offer
Event
Application
Link
Page
1 2 3 4 5 6 7
Rank
Points

Most Likely Activities Users Consume On Notification
Sl.No Notification Points Rank
1 likes your post 1.9 1
2 shared your post 3.166 2
3 comments on posts 3.266 3
4 birthday 4.366 4
5 tagged your post 4.5 5
6 application request 5.633 6
7 post by best friend 5.8 7
8 lurking 7.366 8
0
2
4
6
8
10
12
14
16
likesyourpost
sharedyourpost
commentsonposts
birthday
taggedyourpost
applicationrequest
postbybestfriend
lurking
1 2 3 4 5 6 7 8
Rank
points

Statistics:
N Mean
Valid Missing
Awareness_of_brand_page
30 0 1.133333
Reason_of_liking_brand_page
30 0 2.4
Reaction_looking_at_brand_post
30 0 2.633333
Notice_of_facebook_ads
30 0 1.233333
Click_on_any_ads 30 0 1.533333
Time_spending_on_facebook_in_a_day
30 0 2.433333
Awareness_of_sponsored_stories
30 0 1.4
Click_on_sponsored_stories
18 12 2.5
Participation_of_facebook_contest
30 0 2
Seeking_information_about_brand_on_facebook
30 0 1.466667

Frequency Table
Frequency Percent Valid Percent
Cumulative
Percent
Valid yes 26 86.7 86.7 86.7
no 4 13.3 13.3 100.0
Total 30 100.0 100.0

Frequency Table
Reason_of_liking_brand_page
Cumulative
Percent
Valid no like 4 13.3 13.3 13.3
type of post 6 20.0 20.0 33.3
becouse i am customerr of
it
4 13.3 13.3 46.7
to recive regular updates 13 43.3 43.3 90.0
Seeing friends like 2 6.7 6.7 96.7
To see brand
advertisements
1 3.3 3.3 100.0
Total 30 100.0 100.0

Frequency Table
Cumulative
Percent
Valid like immediately 3 10.0 10.0 10.0
check information 16 53.3 53.3 63.3
depend on type of post 11 36.7 36.7 100.0
Total 30 100.0 100.0

Frequency Table
Cumulative
Percent
Valid yes 23 76.7 76.7 76.7
no 7 23.3 23.3 100.0
Total 30 100.0 100.0

Frequency Table
Click_on_any_ads
Cumulative
Percent
Valid yes 14 46.7 46.7 46.7
no 16 53.3 53.3 100.0
Total 30 100.0 100.0

Frequency Table
Time_spending_on_facebook_in_a_day
Cumulative
Percent
Valid <10min 5 16.7 16.7 16.7
10-30mins 13 43.3 43.3 60.0
30-60mins 6 20.0 20.0 80.0
>60mins 6 20.0 20.0 100.0
Total 30 100.0 100.0

Frequency Table
Awareness_of_sponsored_stories
Cumulative
Percent
Valid yes 18 60.0 60.0 60.0
no 12 40.0 40.0 100.0
Total 30 100.0 100.0

Frequency Table
Cumulative
Percent
Valid sometimes 9 30.0 50.0 50.0
nowhere 9 30.0 50.0 100.0
Total 18 60.0 100.0
Missing System 12 40.0
Total 30 100.0

Frequency Table
Participation_of_facebook_contest
Cumulative
Percent
Valid no 30 100.0 100.0 100.0

Frequency Table
Cumulative
Percent
Valid yes 16 53.3 53.3 53.3
no 14 46.7 46.7 100.0
Total 30 100.0 100.0

Crosstabs
Reaction_looking_at_brand_post * Reason_of_liking_brand_page Crosstabulation
Totallike
immediatly
check
information
depend
on
type of
post
Reason_of_liking_brand_pag
e
no like 1 1 2 4
type of post 2 4 0 6
because i am
customer of it
0 2 2 4
to receive
regular updates
0 7 6 13
Seeing friends
like
0 1 1 2
To see brand
advertisements
0 1 0 1
Total 3 16 11 30
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
Reaction_looking_at_bran
d_post *
Reason_of_liking_brand_p
age
30 100.0% 0 .0% 30 100.0%

CROSSTABS
Cases
Valid Missing Total
Time_spending_on_facebo
ok_in_a_day *
Click_on_any_ads
30 100.0% 0 .0% 30 100.0%
Time_spending_on_facebo
ok_in_a_day *
30 100.0% 0 .0% 30 100.0%
Time_spending_on_facebook_in_a_day * Notice_of_facebook_ads

CROSSTABS
Cases
Valid Missing Total
Awareness_of_sponsored_
stories *
Click_on_sponsored_storie
s
18 60.0% 12 40.0% 30 100.0%
Awareness_of_sponsored_stories * Click_on_sponsored_stories
Crosstabulation
Count
Totalsometimes nowhere
Awareness_of_sponsored_
stories
Yes
9 9 18
Total 9 9 18

Crosstabs
Cases
Valid Missing Total
*
Seeking_information_abou
t_brand_on_facebook
30 100.0% 0 .0% 30 100.0%
Awareness_of_brand_page *
Crosstabulation
Count
Seeking_information_about_bra
nd_on_facebook
Totalyes No
Awareness_of_brand_page yes 15 11 26
no 1 3 4
Total 16 14 30

Crosstabs
Cases
Valid Missing Total
age *
Seeking_information_abou
t_brand_on_facebook
30 100.0% 0 .0% 30 100.0%
Reason_of_liking_brand_page *
Seeking_information_about_brand_on_facebook Crosstabulation
Count
Seeking_information_about_bra
nd_on_facebook
Totalyes No
age
no like 1 3 4
type of post 2 4 6
becouse i am customerr of
it
3 1 4
to recive regular updates 8 5 13
Seeing friends like 2 0 2
To see brand
advertisements
0 1 1
Total 16 14 30

Findings:
The order of usage of Facebook pages are a follows
Sl.No
Pages of
Facebook
1 Home page
2 Profile page
3 Others page
4 Posts
5 Message page
The frequency of most usable pages of Facebook are as follows
Sl.No Pages of Facebook
1 Home page
2 Posts
3 Profile page
4 Message page
5 Others page

Pattern of the elements users use on Facebook are as follows
Sl.NO Activity
1 Notification
2 lurking home page
3 Check who is online
4 Chatting
5 friend request
6 check message
7 checking about friend
8 Liking
9 Commenting
10 Checking sponsored stories
11 lurking time line
12 sharing posts
13 checking ads
14 Update profile
Pattern of the Facebook Advertisements user consume are as follows
Sl.No Paid Ads
1 Video
2 Question
3 Offer
4 Event
5 Application
6 Link
7 Page

Pattern of most likely elements users consume on Facebook Notification are as
follows
Sl.No Notification
1 likes your post
2 shared your post
3 comments on posts
4 Birthday
5 tagged your post
6 application request
7 post by best friend
8 Lurking
Among 30 sample 86.67% of users are aware about brand page on Facebook.
Among 30 samples the reason said for liking brand page are, 43.3% to receive
regular updates, 20% due to type of post posted by brand, 13.3% because they are
customer of brand, 6.7% seeing friends like, 3.3% to receive brand advertisement
and 13.3% not liked at all any brand page.
Among 30 samples reaction when they look at any brand page are 53.3% check
information, 36.7% the reaction depend upon type of post and 10% like
immediately.
Among 30 sample 76.7% notice Facebook Advertisements and 23.3% don’t.
Among 30 sample 53.3% click on Facebook advertisement and 46.7% don’t.
Among 30 sample time spending on Facebook per day are 43.3% 10-30 minutes,
20% 30-60 minutes, 20% more than 60 minutes and remaining 16.7% less than 10
minutes.
Among 30 samples 60% aware about sponsored stories of Facebook and
remaining 40% don’t.
Among 30 samples 30% of click on sponsored stories sometimes and 30% don’t
click on it.

Among 30 samples no one participate on Facebook contests.
Among 30 samples 53.3% seek information on Facebook and 46.7% don’t.
Discussion:
The study mentioned about the pattern and usage of the Facebook pages where most of the
users given weightage to Home page with first priority so the marketers must concentrate
more on home page of the Facebook, and the elements of the Home page. The Research
justified that Posts is the important element of the Home page where the users engagement is
more so marketers must concentrate on strategy of the posting the posts on Home page. The
findings of the usage of the elements of the Facebook states that the “Notification” is the first
priority given by the users followed by the “Lurking of the Home page”, so the marketers
must build strategy about the Home page where users actions and they can follow Brand
page. Research found that very little users concentrate on paid Advertisements of Facebook,
so marketers must concentrate on non-paid ads that are by posts on walls. Research findings
states that Video ads, question ads and offer ad have greater impact comparing to event ad,
application ad, and link and page ads. The research found most of the users aware about
brand page but they like brand page to receive regular updates so marketers must take action
with proper strategy of updating the information’s on Facebook. The cross tab between
reason of liking brand page and action when users watch brand posts stated that
information checking and the updates of the brand have more concern, so marketers have to
take decisions that the content must concentrate both the information with regular updates.
The cross tab between notice of Facebook ad’s and click on Facebook ad’s states that most
of them notice Facebook ads but very less click on it, so marketers have to take actions on it
to make users click on ads.
The research states that no users are participating on Facebook contests, so marketers must
concentrate less on Facebook contest strategy. The cross tab between time spending on
Facebook and notice on Facebook ad’s states there is no any particular pattern of it so
marketers can take decisions to any users of Facebook. Cross tab between awareness of
sponsored stories and click on sponsored stories states that 50% users click on sponsored
stories that are aware about it, so marketers must build strategy of awareness of sponsored
stories. Cross tab between awareness about brand page and seeking information about

brand page states that 50% of the users seek information among aware users, so marketers
must make aware of Facebook brand pages using traditional or Facebook strategy. Cross tab
between reason of liking brand page and seeking information about brand states that
about 26.6% users like brand page to receive regular updates of brand page. So marketers
have to build strategy for regular updates about their brand page.
Conclusion:
attention and encourages readers to share it with their social networks. Social networks and
Facebook have been studied from different perspectives such as the network structure (Caciet
al. 2012), characteristics of the users (Bhattacharyyaet al. 2011; Hargittai 2007; Karl et al.
2010), usage patterns (Golder et al. 2007; Lampe et al. 2006), and usage motivations (Joinson
2008; Raacke and Bonds-Raacke 2008), identity management and self-presentation
(Labrecque et al. 2011; Zhao et al. 2008), social interactions (Kostakos and Venkatanathan
2010; Nazir et al. 2008), and privacy and information disclosure (Debatin et al. 2009;
Krasnova et al. 2009). Social media users use the social networks with certain way, the
previous study answered the questions like motivation factors of using Facebook, time spent
by users on Facebook, who will spend more time on it, when users spend time on social
networks. The present study states about usage and consumption pattern of contents and
advertisements by users on Facebook The usage and consumption pattern of Facebook or
social media helps marketers to build structure of marketing on Facebook. The research
concludes with the findings that Home page, notification, type of Facebook advertisement,
updates about brand and type of information’s are the key elements which helps marketers to
build strategy for social media marketing.

Reference:
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