Subject areaChannels and tools
Facebook is the social network founded in 2004 and now owned by the Meta group, which carried the same name until 2021.
Each person creates a profile, connects with their contacts and receives their updates in the feed (the stream of content on the main page), introduced in 2007. Companies open their own pages and buy advertising through Meta's dashboard, the same one that also serves Instagram.
Its commercial strength lies in data: people declare interests and relationships, which makes it possible to choose precisely who sees an ad. The group also grew by acquisition, with Instagram in 2012 and WhatsApp in 2014. The limit for a company is dependence: the platform decides the order of the feed, so a page reaches only part of its followers, and the rest usually has to be reached through paid ads.
An example
A furniture manufacturer opens a Facebook page to showcase its projects and notices that posts reach only part of its followers. It therefore adds a social ads campaign (paid ads on social platforms) aimed at designers in one region.
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Enrico Giubertoni. Licensed under CC BY-NC 4.0: you may quote, translate and adapt this entry with the author’s name and a link, stating any changes. For commercial use, write to info@enricogiubertoni.com
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