Case study: Social advertising on Facebook

Facebook has been extensively used by companies who have set up their own Facebook sites and in particular use Facebook as a brand advertising channel. Besides this – from an analytics perspective – more traditional form of advertising, there are also a number of ways in which Facebook and other social
media sites can be used for social advertising. Two types are discussed in this case study:

  • Passive broadcast where friends get a notification that a friend is using a certain feature, say is playing a certain game
  • Active broadcast where a user has to actively invite friends to join in a certain activity.

Social advertising on Facebook (Case-related questions & problems for use in class room discussions can be found at the end of the case study.)