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What is Facebook


									    Shira Sax
Joseph Misita
    JP Dupuy

   Social Networking Site
   Create your own ‗network‘ or community of
   Most used social networking service by
    monthly active users worldwide
   Founded in 2004 - The Facebook

   Mark Zuckerberg
   Harvard University
   Computer Scientist and Software Developer
   Classmates who helped:
    oDustin Moskovitz
    oEduardo Saverin
    oChris Hughes

   Idea sparked from another program -
    oComparison of 2 pictures of females
    oInternet Traffic showed great level of
    oPhotos of familiar people makes it
    oHigh demand for checking out friends
   Set up to mirror college social life

   Fellow students claimed he stole their idea
    o ―Harvard Connection‖
    o Create page with bio, friends, and pictures
    o Exclusivity (must have e-mail)
   MySpace and Friendster already existed
   First mover advantage

   Took social networking to another level
   Saw big picture
   Over 500 million active users
   41.6% U.S. population has account

   Personal profile
   Relationship status
   Hometown
   School Name
   Add other users as friends
   Create and join groups
   Exchange messages
   Notifications
   Pictures, Videos

   What‘s the big deal about Facebook?
   Why so popular?
   How does Facebook do it?
   How do they store ALL of this information
    without crashing?

Written from Open Source Software
 Codemod
 Facebook Animation
 flvtool++
 Online Schema Change for MySQL
 PHPEmbed
 phpsh
 Three20
 XHProf

   Engine that Facebook developed
   Tools and libraries
   Assists with large-scale codebase refactors
   Allows for partial automation
   Occasionally requires human oversight and
    occasional intervention.

   JavaScript library
   Creating customizable animations
   Uses DOM and CSS manipulation.
   Helps developers improve with minimal
    lines of code

   Tool that manipulates the metadata of FLV
   Originally created for Facebook video

   Allows alternation of DB tables without taking

   Problem:
    o ALTER TABLE Statements take too long
   Solution:
    o Perform change on slave
     o Then promote slave to new master
    o Slave located near master
    o MySQL 5.0 added support for triggers and Replication
    o Captures row changes

   Embedding PHP
   More accessible and simplified
   API built on top of PHP SAPI.

   Provides an interactive shell for PHP
   Features:
    o Readline history
    o Tab completion
    o Quick access to documentation
    Written mostly in Python
    Open source released under a modified BSD

   Objective-C library for iPhone developers
   Many UI elements
   Data helpers

   PHP extension
   Augments syntax of the language

   Example:
    o XML document fragments become valid expressions

   Function-level hierarchical profiler for PHP
    with simple HTML-based navigational
   The raw data collection component is
    implemented in C
   Reporting/UI layer is all in PHP

   Capable of reporting:
    o Function-level inclusive and exclusive wall times
    o Memory usage
    o CPU times
    o Number of calls for each function
   Supports ability to compare two runs
    (hierarchical DIFF reports), or aggregate
    results from multiple runs

   The term Web 2.0 is associated with web
    applications that facilitate participatory information
    sharing, interoperability, user-centered design,
    and collaboration on the World Wide Web.
   The second generation of the World Wide Web,
    especially the movement away from static
    webpages to dynamic and shareable content and
    social networking.
   Include social networking sites, blogs, wikis, video
    sharing sites, hosted services, and web

   Linux – operating system
   Apache – web server
   MySQL – relational database management
   PHP – object-oriented scripting language

   Family of Unix-like operating systems using the
    Linux kernel.
   Can be installed on a wide variety of computer
    hardware, ranging from mobile phones, tablet
    computers and video game consoles, to
    mainframes and supercomputers.
   The name "Linux" comes from the Linux kernel,
    originally written in 1991 by Linus Torvalds.
   Open source, very customizable, and good for

   Apache HTTP Server
   Generally run on Unix-like operating system
   Open source software
   Evolved to rival other web servers in
    functionality and performance
   Cassandra
   Hadoop and Hive

   Created and open sourced by Facebook in 2008.
   Developed using Google‘s Big Table and
    Amazon‘s Dynamo.
   Fault Tolerant - Data is automatically replicated
    to multiple nodes for fault-tolerance. Replication
    across multiple data centers is supported. Failed
    nodes can be replaced with no downtime.
   Decentralized - Every node in the cluster is
    identical. There are no network bottlenecks.
    There are no single points of failure.
   Durable - Suitable for applications that can't
    afford to lose data, even when an entire data
    center goes down.

   Hadoop - Provides reliable, scalable,
    distributed computing infrastructure which
    we use for data analysis.
   Hive - Data warehouse infrastructure built on
    top of Hadoop that provides tools to enable
    easy data summarization, adhoc querying
    and analysis of large datasets.

   Speed and reliability
   Used primarily as a key-value store as data is
    randomly distributed amongst a large set of
    logical instances

   Web programming language with extensive
    support and an active developer community
   Good for rapid iteration
   HipHop for PHP - transforms PHP source code
    into highly optimized C++

   PHP is not necessarily optimized for large
    websites and therefore hard to scale
   It is not the fastest executing language and
    the extension framework is difficult to use
   Facebook has grown so quickly that they are
    often faced with issues regarding database
    queries, caching, and storage of data. Their
    database is huge and largely complex. To
    account for this, Facebook has started a lot of
    open source projects and backend services.

The first question to ask is why do businesses use
Facebook and it‘s applications?
Facebook applications are a new way to interact with the customers in
an indirect manner. Through Facebook applications, you can both
sustain and develop customer relationships.

•Branded Facebook applications act as means of engaging customers
to the fullest while increasing brand awareness and loyalty.

•Interactive applications engage the consumers, making them your

•You can effectively achieve viral marketing objectives through
Facebook applications.

•Generate traffic by creating awareness among non-users through
newsfeeds and updates by existing users.

Here are nine benefits of using Facebook
1.Branding - Facebook can be a great resource for generating brand
awareness. Facebook is becoming popular amongst various age
demographics and can be a create interception point for building
your relationship with you consumers and prospects.

2.Customer Engagement - Using Facebook applications can be a
great way for communicating promotions, contest and events. Again
it is another interception point that can be leveraged to entice
consumer engagement with your brand, your products or your

4.Reputation Management - can be a useful tool for seeing what
users are saying about you and your brand. In addition your
Facebook profile can now be indexed in the search results and as a
result can provide another favorable listing in the organic search
results of the engines.

5.New Customer Acquisition - Facebook provides an
opportunity to find consumers you may have not otherwise

6.Lead Generation - Similar to the previous point is that
Facebook can act as another potential lead gen tool that can be
used to qualify leads. Reviewing potential prospects' profiles
may help you build a relationship with your prospects and aid
in the lead generation qualifying process.

7.Client Retention - Provides another potential interception
point to build the relationship with your consumer.

9.The Viral Effect - Take word Of mouth to a whole
new level. Nothing attracts a crowd like a crowd...
Facebook is attracting quite a crowd.

10.Feedback Mechanism - Using Facebook and the
various applications available can help you
understand consumer behavior based on the
sharing of content and commentary on the social
networking site.

This is how you create a Facebook for a business:

1. Go to
2. Click on ―Create a Page for a celebrity, band or
3. Several options come up that specify what type you
   are wanting such as: local business, company
   (organization), brand or product, etc…
4. Fill out the information given once clicked on.
5. Make sure you select I already have a Facebook
   account if you have one
6. Fill out the rest of the information, it is pretty self
   explanatory after that.

Here are 25 ways to use Facebook in your business.
Manage Your Profile

1.Fill out your profile completely to earn trust.
2.Establish a business account if you don‘t already have one.
3.Stay out of trouble by reading the Facebook rules regarding
business accounts.
4.Install appropriate applications to integrate feeds from your
blog and other social media accounts into your Facebook profile.
5.Keep any personal parts of your profile private through Settings.
6.Create friends lists such as ―Work,‖ ―Family‖ and ―Limited Profile‖
for finer-grained control over your profile privacy.
7.Post a professional or business casual photos of yourself to
reinforce your brand.
8.Limit business contacts‘ access to personal photos.
9.Post your newsletter subscription information and archives
somewhere in your profile.

Connect and share with others

10.Obtain a Facebook vanity URL so that people can find you easily.
11.Add your Facebook URL to your email signature and any marketing
collateral (business cards, etc.) so prospects can learn more about you.
12.Post business updates on your wall. Focus on business activities, such as
―Working with ABC Company on web site redesign.‖
13.Share useful articles and links to presentation and valuable resources that
interest customers and prospects on your wall, to establish credibility.
14.Combine Facebook with other social media tools like Twitter. For example,
when someone asks question on Twitter, you can respond in detail in a blog
post and link to it from Facebook.
15.Before traveling, check contacts locations so you can meet with those in
the city where you‘re heading.
16.Research prospects before meeting or contacting them.
17.Upload your contacts from your email client to find more connections.
18.Use Find Friends for suggestions of other people you may know to expand
your network even further.
19.Look for mutual contacts on your contacts‘ friends lists.
20.Find experts in your field and invite them as a guest blogger on your blog
or speaker at your event.
21.Market your products by posting discounts and package deals.

22.Share survey or research data to gain credibility.
23.Use Facebook Connect to add social networking
features to your web site.
24.Suggest Friends to clients and colleagues — by
helping them, you establish trust.
25.Buy Facebook ads to target your exact audience.

Here are a few Facebook applications commonly used by
several types of businesses:

IEndorse – Testimonials are a great way to build the value of your
company. This app allows Facebook denizens to endorse your
company or find it via the IEndorse business database.

1) Your Business Profile: When you install IEndorse you will be
prompted to create a business profile which is optional - you will not
be required to create one - however, if you want to share with others
what you do and why you're here collecting endorsements you want
consider doing so.

2) Professional Directory: The new canvas page (or the first page you
see when you click on IEndorse from the left menu) will be our new
Professional Directory – The Professional Directory serves as a way for
you to connect with other professionals and see what others are
saying about your products and services. The profile you create is the
first thing people are going to see so we recommend you use it to
your advantage.

My BusinessBlinkWeb – Create a widget that promotes your business
and that others can place on their profiles. This basically turns your
friends, clients, or customers into your advertisers.

SmartMessage Center – Smart is right. This tool allows you to send
messages to groups or individuals and gives you back one single
result that you can share. It‘s a great tool for gathering information
and then organizing it into a single page instead of wading through
pages and pages of replies. You can even get the results exported as
a PDF, RSS, or XLS file. This is great for organizing important
conference meetings. Once organized, all the results of
documentation can be easily shared and sent to your fellow
employees or employer.

Page Maps – Display a mini map (with links to larger maps) of where
your business or favorite place to have business meetings are.

Static FBML – Add some advanced functionality to your Facebook Page
by being able to render HTML or FBML (Facebook Markup Language) on
the page. Change the look and feel, and even add apps, forms, and
widgets from other places.

With the right combination of apps you could pretty much run your
business from your Facebook profile. Conference calls, virtual office,
collaboration utilities, finance apps, document creation and sharing
apps, and a separate tab for your business contacts and activities.
Facebook is definitely a social network that can be tailored for the
business professional.

Here‘s how to create a memorable Facebook Fan Page via FBML. In short,
you‘ll need to install the Static FBML app, add a custom tab, and learn the
language, which is very similar to HTML, to create content that is
appealing to your customers and prospects. Need some inspiration?
Check out the screenshot for some current implementations below:

Encourage Community Interaction

In the simplest form, have a Facebook wall and ask
your fans questions or share cool company or even
personal insights with them. Give them a reason to
want to communicate. Better yet, to show that the
page is active, give the users control by letting
their Fan posts show up on the front page.

Encourage Online Interaction

You might also be interested in learning more about EdgeRank,
Facebook‘s own algorithm to determine visibility on a user‘s
home page. This algorithm takes hold from three main
components: (1) the affinity score between two users: how
often do they interact?, (2) the type of interaction (is it a like? a
comment?, etc.), and (3) the length of time since the action was

Post photos of your service and product offerings and invite
your fans to do the same. A tremendously wonderful execution
of this is on Graco‘s photos tab. You‘ll learn about their
products but you‘ll also see a plethora of user-submitted

Why not solicit reviews from your community to see what they
think about you? If you offer great value and have firm
believers amongst your midst, you have nothing to fear.
Online retailer Newegg isn‘t afraid and proudly displays its
Facebook reviews for all to see.

Another great way to do this is to host polls where you can
get customer feedback. That‘s how Ben & Jerry‘s is doing it.

The Facebook app, called Current jobs at our
company, the app allows companies to publish
jobs from their company website to their
company's Facebook page. When a job seeker
clicks on a job listing on Facebook, they are
directed to that specific job on the company's
career portal on their corporate website. It is a
completely unique app and lets companies more
effectively leverage the power of social media and
social networking in their recruiting efforts.

The app can be found here:

Facebook for Recruiting
Automatically feed your jobs daily from your company‘s website to your
Facebook page

Here are some quotes by some business employees that
used some Facebook applications:

―We use it to update our customers on what is new in the
store and promotions we are having,‖ said Constance Oliver,
owner. ―I like it because we can react quickly. We can decide
in the morning that we want to do a promotion of an item.
You can be flexible any day that you feel like you want a
little more business.‖

Oliver said the networking aspect has helped the store.

―If I become a friend of our page, then my friend sees it and
goes to look at the page. That person might not even know
about our business,‖ Oliver said. ―Plus, it lets us reach out
farther than we would normally. This town isn‘t that big, so
we‘re always looking for a new way to reach out.‖

Jlawson said ―we put our business on FB as passing notion. It is
now #5 on Google when searching for it.‖

McCoskrie said she‘s seen familiar faces in her store.

―I‘ve started to see people in the store who I saw on Facebook
and I knew were visiting the page,‖ she said. ―I hadn‘t seen them
much in the store before, but now they‘re here.‖

Jody Paschal, owner of Gidley‘s Shoes, agreed Facebook has
helped his foot traffic.

―I get a lot of comments on the Facebook site, and it has helped
a lot,‖ Paschal said. ―It really helped modernize the store and
bring people in.
And bringing in people for holiday shopping motivated
businesses such as Center Court Office Supplies to ramp up their
use of their Facebook page.



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