Case Analysis Of Click Clique Media

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Facebook, Myspace, Friendster, and more - all these social networking sites have a variety of techniques to increase user base. With the rise of consumers becoming active users of social networking sites, companies have expressed an interest in investing funds into online social networks.


Facebook's motto on their website states: "Giving people the power to share and make the world more open and connected." And that it is. Facebook is a private company founded on February 4th, 2004. It has been one of the top hot trends of 2009 and on-coming 2010. Facebook has given internet users a way to easily share and access information about one another. One of the more popular and very useful applications of facebook is the photo album application. It started out as a very private and limited social networking site - only university students were allowed to join. To expand, due to globalization, Facebook opened doors to everyone. With almost anyone being allowed to join, Facebook enhanced its users' privacy settings which assures their confidentiality. No one likes an internet stalker. Although Facebook has many of beneficiary assets for social networking, it also has its down-side. This case did not emphasis much on the negative points of Facebook, but it did go over the typical risks of having a social networking site. An example was used was focused on a party-event post - which always comes with the risk of someone calling the cops in advance to call the party off. The case also discusses Facebook's competitors that have similar features as Facebook, such as Myspace and Friendster. Friendster is a privately owned social networking site. Myspace is a subsidiary social networking site that was created with intentions of taking the general idea of Friendster and improving them.

QUESTIONSDo you use a social networking site like If so, why? If not, why not?

Yes, I do use a social networking site like I use Myspace, a subsidiary company. And if you are wondering… yes, I am one of those 55,000+ users of Facebook. I am a perfect example of the network effect because like many other active users, I use Facebook the most because a great number of friends and family members are on Facebook. This allows me to share information, like photos, easily to my aunty in California, my best friend in Japan, and my pen-pal in Canada. It is extremely easy and convenient. With technology these days, all consumers strive for is - accessibility and convenience. Another important feature that I find attractive as a consumer is the intricate privacy settings I am able to use to protect my information. As the numbers of internet users increase, so do the internet predators. I feel a little more safe knowing that I can take myself off of the search engine, and only "friends of friends" can find me - not just anyone that types in my full name.

Besides advertising, how else could a social networking site generate revenue?

First of all, we need to take into consideration what kind of social networking site. Due to consumers living in a new economy, the world now invests money to innovative ideas and new concepts. Let's take Myspace for an example. Myspace, generally in my eyes, is seen as a party-social type of social networking site. For Myspace to create revenue, they should put on huge massive parties. Myspace will send e-invitations to their current users telling them they can bring a certain amount of guests for the party to seem more "exclusive." When these guests arrive at the party, they will meet Myspace users, and possible be "interested" in them, and eventually will create a Myspace account just to keep in contact with people they've met. For a social network like Facebook, they have more options for events. Although Facebook was derived from Harvard college students, and created for university students, I don't think putting on a huge crazy college party would always be effective. Not all college students are party animals! For Facebook, it would be effective to put on a Facebook concert. Since Facebook is technically competing with Myspace, Facebook should up it's "game" and put on a great concert. Facebook and Myspace are both active with new music. In addition, due to globalization, Facebook has made it more convenient for someone to plan a party and invite people. To generate more revenue, it would be effective if Facebook had event planners across the world, wherever there are many active users. Facebook could have their marketing strategic team to generate new innovative ideas on how to keep Facebook hot and trendy because before you know it, there will be a different social networking site that everyone would join.

What are the pros and cons of using a social network site?

A social network, if you know how to use it appropriately, it will be good for you. It is fast, efficient, convenient, and has accessibility. It's useful when you'd like to share photos with distant family and friends. It's great for advertising and marketing considering there are millions of active users on multiple social networking sites. If you are an event planner, a social network site is a great way of getting people to come. If you are having a party, it's easy to post the address and a map of the location. If you are a musician or artist, getting publicity by posting videos of yourself or pictures of your work is a great way to just get yourself out there. Social networking is best way to publicize yourself. One feature that I like about Facebook is the ability to see "mutual friends" between a friend and me. The most important aspect of a social network site is to keep in touch with people in your life and people you've met.

Social networking can also go bad, if not used safely and appropriately. As I've mentioned before, there are increasing numbers of internet predators! We always have to be aware of what kind of information we post. There is the risk of comments being posted on your page that you don't want your family members to see - like photos of you getting dirty drunk! There is a risk of being seen as unprofessional. There are risks of cyber harassment, cyber stalking, and cyber bullying. Luckily, all these risks are able to be prevented by the user, but unfortunately, many of us don't take precaution.


New Economy - generally about a new world which people work with their brains instead of their hands. A world where communication technology creates global competition. (Valacich, p. 6).

Cyber Harassment - broadly refers to the use of a computer to communicate obscene, vulgar, or threatening content (Valacich, p. 482)

Cyber Stalking - can take many forms such as: making false accusations, gaining information on a victim by constantly monitoring their online activities, encourages others to harass a victim, attacking data and equipment of a victim, and more (Valacich, p. 483)

Cyber Bullying - to deliberately cause emotional distress to a victim (Valacich, p. 483)

Globalization - the integration of economies throughout the world, enabled by innovation and technological progress (Valacich, p. 40)

Social Networking - referred as social online communities, where individuals with a broad and diverse set of interests meet and collaborate (Valacich, p. 255)

Network Effect - refers to the belief that the value of a network is dependent on the number of other users, which explains why some social sites succeed while others don't (Valacich, p. 258)

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