Nowadays, SNS has become an essential part of our lives. Among various SNS, many people probably think of “Facebook” as the most popular SNS in the world.
Facebook has many users around the world, but in recent years it has become a hot topic in various aspects, and its negative image has grown, causing a stir. Another recent hot topic is the company’s name change from “Facebook” to “Meta.”
In this article, we will start with the question “What is Facebook?” and introduce in detail the “history” and “features” of Facebook, as well as “Facebook advertising,” which is attracting attention in the business scene, and the new name “Meta.” I’m going.
What is Facebook?
Currently, Facebook is one of the most popular SNS (social networking services) in the world, and it is an SNS that creates social connections through the services it provides.
Facebook was originally developed to connect friends within a community. You can actually post your current status in real time using images and videos, you can easily check the trends of your friends, and it also has a function that allows you to easily reply to comments and reactions such as “like” to posts. . The real thrill is connecting people.
In recent years, the popularity of SNS has continued to increase, deeply penetrating people’s daily lives, and the number of SNS users is increasing year by year. Facebook played a major role behind the rapid growth of SNS. Facebook currently has 2.9 billion monthly active users and has grown into a huge platform worldwide.
Also, unlike other SNS where it is mainstream to use handle names, Facebook requires you to register with your real name as part of the terms of use. These features, which are rare in other SNS, have the effect of expanding connections on an individual basis, and are now being used by companies, making them an indispensable presence in the business field.
History of Facebook
Facebook’s beginnings date back to 2004, when Mark Elliot Zuckerberg, a world-renowned American programmer and businessman, and his college classmate and roommate Eduardo Saverin. )” started its founding.
Mark Zuckerberg, a student at Harvard University, a comprehensive private university in the United States, hacked the ID photos of female students enrolled at Harvard University in 2003 and published them on the Internet.
This release was not just a simple release, but a game called “Facemash”, which featured a system that compared the female students’ face photos on the screen and let you choose one of them and vote for the winner. This game instantly became a hot topic at the university, and it is said that the site received over 20,000 hits within a few hours of its launch.
On the other hand, students even accused him of security violations and copyright infringement, and Zuckerberg was actually placed on probation for six months at the university.
In 2004, Zuckerberg launched a new service called The Facebook, which was designed to help students at Harvard University communicate with each other. Zuckerberg used his great talent to develop an SNS that resembles a student directory.
In order to register for Facebook, the required conditions were that the registrant must be a member of Harvard University, and that the photo uploaded to the profile must be one of one’s own. Additionally, a Harvard University email address (Harvard.edu) is required, and from around this time, registration of one’s real name, which is one of the best parts of Facebook, was also required.
After Facebook was released, the number of registered users swelled to several hundred within a few days, and within a month, it had spread to graduate students, alumni, faculty, and staff, and the number of users quickly exceeded 10,000. Masu. Facebook, which was gaining explosive popularity at Harvard University, began to receive even more attention as students from other universities started asking for similar sites.
In fact, we opened up Facebook to students at Ivy League universities such as Columbia University, Stanford University, and Yale University. After that, the scope of use was expanded to include students all over the United States, and Facebook continued to grow and become an indispensable tool for campus life. Then, in 2006, Facebook was opened to the public and anyone in the world could use it.
Meanwhile, in Japan, a Japanese version of the interface was released in May 2008.
The Japanese translation was not officially carried out by Facebook, but was translated and provided free of charge by Facebook users. In the same month, CEO Mark Zuckerberg visited Japan and thanked all the users involved in the translation, which became a hot topic.
Globally, the number of Facebook users is increasing, but in Japan it took time for Facebook to become popular. The reasons for this were that there were extremely few services available in Japanese, and that the layout of the English version could not be reflected in the Japanese version in real time, resulting in a time lag, making it easier for users to enjoy Facebook. The problem was that the environment had not been established.
Because of this, negative thoughts about Facebook suddenly appeared in Japan, far from the trends of the world. At the time Facebook entered Japan, its spread was not progressing as expected due to the popularity of SNS such as mixi, Mobage, and GREE, which were already gaining popularity in Japan, as well as Twitter, which had a large number of users.
These factors include the fact that “the number of human relationships between Japanese people and people overseas” is small in the first place, and “existing SNS that were already popular in Japan are controlling the number of users.” In addition, while the benefits of global networks were becoming established and gaining momentum around the world, there was a tendency for Japanese people at the time to view global networks as an area in which they were socially weak, and it took some time for Facebook to become popular. This is also the reason why.
Features of Facebook
Features of Facebook include:
Facebook requires real name registration
A major feature of Facebook is that official rules require users to register using their real names. This is a big difference since other SNS allow you to register using a fake name or nickname. The same registration method as other SNS is functionally possible on Facebook, but please be careful as it violates the terms and conditions and will be subject to account suspension.
Advanced targeting features
In Japan, the average age of Facebook’s active users is said to be mostly between the ages of 30 and 50. Facebook is not just a private space for friends, but many users also use it for professional connections, so it can be seen as a relatively formal place.
Facebook has a real name registration system, and a huge amount of accurate user attribute information such as gender, age, and place of residence has been accumulated within the platform. Based on this accumulated information, Facebook advertising enables highly accurate advertising targeting.
In addition, it has a high usage rate among business people, including marketers and company managers, and has the feature that it allows you to take full advantage of Facebook’s groundbreaking functions to suit your business model.
No cost
In addition to general personal pages, Facebook allows you to create pages for companies called “Facebook pages.” In addition to general “personal pages”, you can also create “Facebook pages” for companies for free.
Basically, it is possible to create a personal account for free on any of the currently popular SNS, but the unique appeal of Facebook is that you can create a separate page for your company for free.
Easy dissemination of information
Facebook doesn’t require complicated tasks such as friend requests or follow requests. You can easily follow a page by simply tapping the “Like” button on the page you are interested in, and it is also easy to unsubscribe if you feel that the information is unnecessary, so the hurdle to “following” is low. there is.
You can spread the actual post by simply tapping the “Like” or “Share” buttons, and page information that your friends have “liked” will be displayed in your Facebook news feed. There are also systems that allow information to be spread to users who do not actually “follow” you.
Convenient group function
Facebook has a “group function” that allows users to gather together based on their hobbies and preferences, as well as themes that they can relate to in the business field. Facebook’s unique “real connections” create a wide variety of themes and create various groups.
Users can select groups according to their hobbies and preferences, and users can also decide on themes and create groups themselves. The group function also has the ability to limit the scope of user participation.
It also has useful functions such as setting the public range so that only a limited number of users can participate in the group, and setting whether or not to allow participation, so it is especially recommended for users who value interacting with people by utilizing the community. It can be called a function.
Convenient messenger app
Facebook has an app called Messenger that allows Facebook users to easily exchange messages with each other.
Messenger is mainly used for exchanging messages, but it also has other useful functions for users, such as holding meetings using group chat, sharing location information, and using the stamp function. I am.
You can also use the internet to make free phone calls, and you can enjoy group calls with up to 50 people.
Cooperation with Instagram
Instagram is a SNS operated by the same Meta as Facebook. Therefore, it is designed to be relatively easy to work with. You can aim to expand your reach by coordinating the two and taking a simultaneous approach. Furthermore, the synergistic effect increases the spread and leads to an increase in the number of followers. In this way, you can streamline your account operations.
Many users are over 30s
One of the characteristics of Facebook is that many users are over 30 years old. For example, in FY2020, the Facebook usage rate for people in their 20s was 27.6%, while that for people in their 30s rose significantly to 46.5%. The usage rate gradually decreases as the age group increases from 40s to 50s, but the usage rate for people in their 40s is 38.2%, which is higher than for people in their 20s.
Reference: Ministry of Internal Affairs and Communications, Information and Communication Policy Research Institute, FY2020 Survey Report on Information and Communication Media Usage Time and Information Behavior.12p.
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https://www.soumu.go.jp/main_content/000887588.pdf
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Facebook terminology
Facebook uses the following terms:
personal account
A personal account is an account given to a general user when they register. As a general rule, you must register using your real name.
business portfolio
Business Portfolio is the renamed name of the old Business Manager Account (formerly Meta Business Account).
Meta Business Suite
Meta Business Suite is a business tool that allows cross-management between Facebook and Instagram. It has features such as post reservation function, schedule function, and insight analysis function.
business manager
Business Manager is a free platform that allows you to manage your business. Run and track ads, manage assets for pages and ad accounts, and more.
nice
“Like” is a function that indicates that you sympathize with the posted content. This is an expression of your intention that you enjoyed it.
timeline
Timeline is the first profile page that appears when you access your Facebook page. Activities are displayed in chronological order.
news feed
Newsfeed is the first home screen that appears when you log in to Facebook. It has the role of receiving various information.
friend
A friend is someone who is accepted as a friend by other users. Your friends’ updates will appear in your newsfeed.
friend request
A friend request is a request to someone to become your friend. You can become friends if the other person agrees.
cover photo
A cover photo is the image that appears at the top of your personal page and Facebook page. It plays a role in setting the mood of the page.
profile photo
A profile photo is a photo of yourself as the account owner. It will also be displayed on posts, comments, etc.
comment
Comments is a feature that allows you to leave comments on posted content. You can write your thoughts on the content.
share
Sharing refers to sharing posted content with other users. Share the posts you find interesting with other users and enjoy them together.
tagging
Tagging is a feature that allows you to tag your Facebook friends. Tagged users will see their username in the post with a link to their profile.
Publication range
Publication range refers to determining the extent to which your profile and posts will be made public. You can decide the range by yourself, such as “private”, “some friends”, or “friends”.
messenger
Messenger is an app that allows users to exchange messages with each other. It is equipped with functions such as various sending functions, telephone calls, and video calls.
Stories
Stories is a feature that allows you to share images, videos, etc. with your friends and followers. Images and videos you share will be visible for 24 hours only.
Benefits of Facebook (Corporate)
The benefits of using Facebook for businesses include:
You can start by keeping costs down
Creating and operating a Facebook page account is free. Therefore, companies can operate a Facebook page even if they have limited advertising and marketing budgets.
However, human resources are required to create content to post and communicate with users, so personnel costs for personnel responsible for these roles or outsourcing costs are required.
Can be managed by multiple people
Since Facebook pages do not have individual IDs or passwords, multiple company employees can act as administrators and operate them within the scope of their roles associated with their personal accounts. This helps reduce human errors and security risks.
Can communicate with users
Typically, companies and users do not have close relationships and do not often communicate directly. However, Facebook pages provide an environment where you can communicate through likes, comments, and messages. Since it is not one-sided like advertising, there is a possibility that people will become your fans, making it a suitable medium for branding.
Notes on using Facebook (individuals)
There are some points that individuals should be aware of when using Facebook. It is shown below.
Check your privacy settings
Facebook allows you to enter detailed personal information in your profile. You can enter details such as date of birth, area of residence, employment history, and relationship status. For this reason, it is an excellent tool for getting people to know about you and developing close communication, but on the other hand, if your personal information is leaked, it can lead to more damage.
From the perspective of security risks, it is better to limit the scope of disclosure and keep registered information to a moderate level.
Acquire and use SNS literacy
By becoming literate about SNS and using it, you can reduce the risk of getting into trouble. Literacy is a word that means the ability to read and write, and is frequently used in Internet-related fields such as net literacy, digital literacy, and information literacy.
In other words, SNS literacy refers to the ability to use SNS correctly, and in order to avoid defamation or flames, it is important to acquire literacy and the ability to use SNS correctly.
Notes on Facebook operation (companies)
The following are things that companies should be aware of when using Facebook.
Maintain posting frequency
By maintaining the frequency of posting, you can keep your users updated with information. SNS, not just Facebook, are attractive media for their ability to deliver information one after another with a sense of speed.
Due to these characteristics, if there is a delay in posting, the number of views by users will decrease, and your followers will leave. Therefore, maintaining posting frequency is an important factor in keeping users engaged.
Advertising may be necessary to gain a following.
Even if you have some experience using Facebook, the number of followers may be sluggish. In such cases, one way to do this is to run ads with the aim of gaining followers. Although advertising costs will be incurred, you can create customers with high LTV (customer lifetime value) from the followers you acquire, so we consider this as an investment in the future.
It is necessary to prepare an operational system
When operating Facebook, clarify the division of roles. We will establish a solid operational system by separating the people responsible for communicating with users, collecting and analyzing information, etc. We cannot expect any results just by operating the system, so we will actively collect and analyze data.
We will use the PDCA cycle to find out what kind of posts attract users’ attention and what kind of posts will show interest in them, and bring them closer to the content that users are interested in.
Respond to update information
When a company operates Facebook, it checks for updated information from time to time and responds as soon as possible when updates become available. SNS specifications change frequently, and new features are frequently implemented. By taking in this information as early as possible and responding to it, we can reduce opportunity losses and gain first-mover advantage.
Facebook ads
Facebook Ads is Facebook’s advertising distribution platform that combines Facebook’s unique high-precision targeting and distribution optimization functions. By making full use of functions based on Facebook’s various strengths, it is characterized by high targeting accuracy and large reach.
By using Facebook ads, it is possible to deliver ads to four destinations, including Facebook, “Instagram,” “Messenger,” and “Audience Network.”
In addition, when the latest data is received, the AI automatically learns and utilizes past accumulated data and experience to reflect and optimize advertising operations. Machine learning and ad auctions are used to distribute Facebook ads, allowing you to decide where, to whom, and when.
In addition, AI learns by repeatedly displaying advertisements, determines the optimal place and timing to display advertisements, and the users to display them, performs optimization while minimizing unit costs, and improves ad delivery performance. It has characteristics.
Facebook-“Meta”
“Meta” is a new name that Facebook changed its company name from “Facebook” to “Meta” as of October 2021, and it has attracted a lot of attention worldwide. The company name “Meta” comes from the word “metaverse”, which means virtual world.
To begin with, “Metaverse” is a general term for technologies that realize immersive experiences and actual communication through cutting-edge technologies such as augmented reality (AR) and virtual reality (VR).
The name of “Facebook,” the world’s largest SNS, will remain the same, and the operating company has changed from “Facebook, Inc.” to “Meta, Inc.”
Additionally, in recent years, a former Facebook employee, Francis Haugan, leaked internal documents to the media, giving Facebook a negative image in the public eye. For this reason, it is said that the company name change was partly aimed at refreshing the company’s image.
summary
In this article, we will discuss what is “Facebook”? From this point on, we have introduced in detail Facebook’s “history” and “features,” as well as “Facebook advertising,” which is attracting attention in the business scene, and its new name, “Meta.” Compared to before, there is stronger public criticism of Facebook, and a negative image has emerged around the world.
In Japan, there is a limit to the growth in the number of active users, and it is predicted that the usage rate of Facebook, especially among the younger generation, will continue to decline.
However, with the big change of changing the company name, for better or worse, it is thought that Facebook will use this as an opportunity to build new business and achieve new growth. “Meta”, which shows various movements, will continue to attract attention in the future.