The “Business Intelligence” is the umbrella term including all the infrastructures, tools, best practices and applications (Chang 2014). The “Facebook” is a “for-profit” corporation based in America. It is the “social media” and “social networking service” via online (Ellison et al. 2014).
Rather than depending upon social collaboration, the company has needed to inundate the impatient employees. This was done with proper training utilize the “Business Intelligence” tools in the “Microstrategy-based portal”.
The following report explores the tools and techniques used by Facebook for its business operations. In addition to the improvements, the values and influencing factors are also discussed.
Tools and techniques used by Facebook to support business operations:
Facebook has been useful for various reasons, but the most important feature of it has been the gathering of information. The data business has been able to help in monitoring of the SEO metrics, setting the tone for the business personality and improvement in understanding of the customer experience. Hence, the approaches in which the “Business Intelligence” and Facebook has been going hand in hand has been important to realize (Liao, Hsian and Wu 2014). The various tools used by Facebook have been discussed below:
Facebook Insights: This tool has been available to the admin of the company once they acquire more than thirty fans. This provides analytics by the platforms insights.
LikeAlyzer: It is the “free-to-use-tool” allowing in entering to any page without any authorization in measuring its performance.
Simply Measured: It has 4 distinct free report offering real insights. The first one is the insight report repurposing the data in Facebook insights into attractive graphs. Next is the “competitive analysis” report. It has been showing the comparative metrics in charts, response rates, top posts and so on (Laursen and Thorlund 2016). Lastly, the “in-depth fan page” report helps in sorting of posts and comments and the “content analysis” report help in breaking down of contents.
Sociograph.io: Once authentication is done the analyzing of Facebook fan page could be done for free.
Agorapulse: Allows in benchmarking the page and running sweepstakes and competitions.
Cyfe: This dashboard integrates large range of widgets covering aspects of business.
The techniques supporting business operations used by Facebook are:
Researching and Analyzing Events:
Facebook has been often made use to promote the online events. In the avenue, there has been lots of intelligence found. By observing the conversations, locations and times on pages, the companies have been able to collect information regarding customer preferences and demographics.
Advertising more accurately:
No advertisements could act better than the targeted ones. Since, Facebook came up with “targeted advertisement options” it became the most popular trend in the area of social networking. The “Business Intelligence” has made this possible foe the organization in crafting the advertisements directly (Colombo, Grech and Pace 2015). Further they have been sold to the target audiences directly.
Improvements observed from Facebook as compared to other social networking sites:
The “Facebook Advertising” has been really picking up acceleration in the world of business. It has been utilizing social activities and graphs pinpointing those who have been falling under the buyer demographics. This has made the Facebook Advertisements incredibly efficient than the other “social networking sites”. These advertisements have more likely brought strong leads that have been actually searching for the company’s services. They have assured that the budget of the company’s advertising has not been wasted (Jiang and Leung 2014). This has been done over those who have not been actually interested in the offers done by the companies. This has further helped in put the services or products into the hand of proper individuals requiring the services.
Here is why the Business Intelligence should be used in Facebook:
Replace the gut feelings with concrete information:
While depending on the instincts has been helpful in various conditions, it has not been reliable to run the marketing campaign. The “Business Intelligence” replaced the “maybes” with the “definite”, assuring that every effort made has been on the basis of solid facts.
Endow the employees with further knowledge:
Once the team members get accumulated to the software of business intelligence, they readily get access to the detailed data. This helps the employees to become more decisive contributing to Facebook.
Studying the behavior of audience:
The “Business Intelligence” software has helped Facebook to find patters in the customer behaviors. This has offered higher visibility in the wishes of the customers. This insight knowledge has turned into profits directly. This has been done by leveraging the current information on the habits of customers and controlling valuable customers.
The Facebook possesses numerous employees in various departments. Hence there has been potential for the communication breakdowns. The beauty of the business intelligence has been the integration of information from various departments and then synthesizing that conveniently (Gupta, Khanna and Kim 2014).
Factors influencing the success of “business intelligence” in Facebook:
- Good Strategy: The sound business strategy has tied to Facebook’s core competency.
- Good employees: They have been empowered to perform amazing jobs.
- Outstanding leaders: They have been motivating, inspiring and handling the changes brilliantly.
- The healthiness of the corporate culture: The employees have been able to brainstorm, collaborate and share knowledge.
- Facebook has been able to handle constant changes: Facebook has been agile due to the “not over done” or “under done” of the standards, procedures and processes (Isik, Jones and Sidorova 2013).
- Facebook has been proactive and not reactive. Issues have been anticipated. Risks have been managed.
- There have been no silos. The functional areas have been working together.
The “Business Intelligence” has been enabling in passage and assessment of data in the company called Facebook. It has been improving and optimizing performances and decisions. Rather than depending upon social collaboration, Facebook has needed to inundate the impatient employees. This was done with proper training to identify and utilize the “Business Intelligence” tools present in the underpinning “Microstrategy-based portal”. As the “business data” amount has been growing constantly, it has turned important for Facebook to concentrate on analyzing of data with the self-serviced “Business Intelligence”. The visualization of data on actionable and clear dashboards has helped Facebook fetch the contexts and reasons behind every decisions of business. Moreover, viewing the situation of the present business has also been done from various angles.
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Colombo, C., Grech, J.P. and Pace, G.J., 2015, June. A controlled natural language for business intelligence monitoring. In International Conference on Applications of Natural Language to Information Systems (pp. 300-306). Springer International Publishing.
Ellison, N.B., Vitak, J., Gray, R. and Lampe, C., 2014. Cultivating social resources on social network sites: Facebook relationship maintenance behaviors and their role in social capital processes. Journal of Computer?Mediated Communication, 19(4), pp.855-870.
Gupta, V., Khanna, S. and Kim, I., 2014. Personal Financial Aggregation and Social Media Mining: A New Framework for Actionable Financial Business Intelligence (AFBI). International Journal of Business Intelligence Research (IJBIR), 5(4), pp.14-25.
Isik, ?., Jones, M.C. and Sidorova, A., 2013. Business intelligence success: The roles of BI capabilities and decision environments. Information & Management, 50(1), pp.13-23.
Jiang, F. and Leung, C.K.S., 2014, December. A business intelligence solution for frequent pattern mining on social networks. In Data Mining Workshop (ICDMW), 2014 IEEE International Conference on (pp. 789-796). IEEE.
Laursen, G.H. and Thorlund, J., 2016. Business analytics for managers: Taking business intelligence beyond reporting. John Wiley & Sons.
Liao, S.H., Hsian, P.Y. and Wu, G.L., 2014. Mining user knowledge for investigating the facebook business model: the case of Taiwan users. Applied Artificial Intelligence, 28(7), pp.712-736.