Assessment 2 Assessment Type: Company Report – 1,200 words (+/- 10%); individual assessment Purpose: The purpose of this report is to demonstrate research and academic literacy skills. Building on...

ASSESSMENT 2: COMPANY REPORT
Executive Summary
Social Media industry had been developing in Australia with the development in digital marketing. In this study, the involvement of Facebook as the social media industry has been discussed. In the study, the positive and the negative aspect of the business operation of Facebook has been discussed. Further, based on their situation, recommendations have been discussed to address the negative aspect of the social media business.
Table of Contents
Executive Summary    2
1. Introduction    4
2. Company Selected: Facebook in Social Media Industry    4
2.1 First Aspect Facebook Excels at    4
2.3 Another Aspect Facebook Excels at    5
2.3 One Aspect that Facebook is Criticised for    5
3. Conclusion and Recommendations    6
References    7
1. Introduction
Social media has become an important part of the marketing mix. In order to have an effective organisational network, and in order to increase the generation of sales and engagement, social media industry plays a very important role. It has been observed that there are around 18 million Australian who has access to the active social media account. Besides, the number of the accessibility of social media marketing has been consistently increasing due to the increased exposure of the population to social media. Social media marketing helps in the identification of potential customers. Further, it not just identifies the customers but analyses the group of customers who are growing and shrinking in number. Hence, the social media industry in Australia has an important role in identifying the customers and developing the profitability of any business. In the current study, the social media company Facebook will be analysed to understand its impact on growing businesses.
2. Company Selected: Facebook in Social Media Industry
Facebook is a technology company as well as social network organisation which was founded by Mark Zuckerberg with his three other friends Dustin Mosvitz, Chris Hughes and Eduardo Saverin. Initially, the platform was only used to create profiles so that people can post updates to their friends. Further facilities like sharing photos, videos and messages were the main features of the platform. However, in the last 13 years, the company has developed into an advertising platform providing an incentive to the accessibility for the internet in different developing countries globally.
In Australia, there are around 15,000,000 visitors that visit Facebook and have their personal account on Facebook (Civic Web Media, 2020). With 17 million users and follower Facebook is one of the most popular social media industries in Australia, around 60% of the Australian population check Facebook almost every day. Further statistics show that around 97% of the female and 91% of the male subscribers of Facebook have contributed to the 90% businesses that are operated by Facebook.
2.1 First Aspect Facebook Excels at
One of the positive aspects of Facebook is its innovative features, which have made the application popular amongst the Australian population. The...