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      • January 2023
      • Case

      Proday: Calling the Right Play

      By: Lindsay N. Hyde, Thomas R. Eisenmann and Tom Quinn
      Sarah Kunst knew the elements of a successful startup from her tenure at venture capital firms. In April 2018, however, her own app – Proday, a home fitness platform featuring exercises filmed by professional sports stars – was floundering. Kunst theorized that...  View Details
      Keywords: Social Media; Entrepreneurship; Advertising; Digital Marketing; Product Launch; Social Marketing; Failure; Sports; Applications and Software; Technology Industry; United States
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      Hyde, Lindsay N., Thomas R. Eisenmann, and Tom Quinn. "Proday: Calling the Right Play." Harvard Business School Case 823-005, January 2023.
      • 2022
      • Working Paper

      The Effectiveness of Digital Interventions on COVID-19 Attitudes and Beliefs

      By: Susan Athey, Kristen Grabarz, Michael Luca and Nils Wernerfelt
      Public health organizations increasingly use social media advertising campaigns in pursuit of public health goals. In this paper, we evaluate the impact of about $40 million of social media advertisements that were run and experimentally tested on Facebook and...  View Details
      Keywords: COVID-19 Pandemic; Public Health; Vaccines; Health Pandemics; Social Media; Advertising Campaigns
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      Athey, Susan, Kristen Grabarz, Michael Luca, and Nils Wernerfelt. "The Effectiveness of Digital Interventions on COVID-19 Attitudes and Beliefs." Harvard Business School Working Paper, No. 22-082, June 2022. (Revised October 2022.)
      • 2022
      • Article

      Why Facebook and Twitter Opened the Door to NFTs

      By: Scott Duke Kominers
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      Kominers, Scott Duke. "Why Facebook and Twitter Opened the Door to NFTs." Bloomberg Opinion (January 25, 2022).
      • October 19, 2021
      • Article

      The Facebook Trap

      By: Andy Wu
      Facebook has a clear mission: Connect everyone in the world. Clarity is good, but in Facebook’s case, it has also put the company in a bind because the mission—and the company’s vision for creating value through network effects—has also become the source of its biggest...  View Details
      Keywords: Business And Society; Mission and Purpose; Network Effects; Value Creation; Corporate Accountability; Strategy
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      Wu, Andy. "The Facebook Trap." Harvard Business Review Digital Articles (October 19, 2021).
      • October 18, 2021
      • Article

      To Regulate Network-Based Platforms, Look at Their Data

      By: Chiara Farronato and Daniel Björkegren
      Historically, antitrust authorities have taken a laissez-faire approach under the assumption that it is better to err on the side of not intervening when there is uncertainty. This has allowed companies like Google and Facebook to go on a shopping spree to acquire...  View Details
      Keywords: Antitrust Issues And Policies; Risk and Uncertainty; Digital Platforms; Competitive Advantage; Governing Rules, Regulations, and Reforms; Innovation and Invention; Information Technology Industry
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      Farronato, Chiara, and Daniel Björkegren. "To Regulate Network-Based Platforms, Look at Their Data." Harvard Business Review Digital Articles (October 18, 2021).
      • April 2021
      • Teaching Note

      Social Media War 2021: Snap vs. Facebook vs. TikTok

      By: David B. Yoffie and Daniel Fisher
      This teaching note provides analysis and a teaching plan for the Social Media War 2021: Snap vs. Facebook vs. TikTok case.  View Details
      Keywords: Strategy Development; Competitor Analysis; Strategy; Network Effects; Competitive Strategy; Decision Choices and Conditions; Social Media
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      Yoffie, David B., and Daniel Fisher. "Social Media War 2021: Snap vs. Facebook vs. TikTok." Harvard Business School Teaching Note 721-449, April 2021.
      • April 2021
      • Case

      Social Media War 2021: Snap vs. Facebook vs. TikTok

      By: David B. Yoffie and Daniel Fisher
      This case explores the competitive war between Snap, Facebook, and TikTok in 2021. The strategic focus is on Snapchat: how should it respond to the emergence of TikTok, and how should it compete with the dominant competitor in its space—Facebook. The case examines...  View Details
      Keywords: Strategy Development; Competitor Analysis; Strategy; Network Effects; Competitive Strategy; Decision Choices and Conditions; Social Media
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      Yoffie, David B., and Daniel Fisher. "Social Media War 2021: Snap vs. Facebook vs. TikTok." Harvard Business School Case 721-443, April 2021.
      • March 2021
      • Article

      International Trade and Social Connectedness

      By: Michael Bailey, Abhinav Gupta, Sebastian Hillenbrand, Theresa Kuchler, Robert J. Richmond and Johannes Stroebel
      We use de-identified data from Facebook to construct a new and publicly available measure of the pairwise social connectedness between 170 countries and 332 European regions. We find that two countries trade more when they are more socially connected, especially for...  View Details
      Keywords: Social Connections; International Trade; Trade; Social Media
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      Bailey, Michael, Abhinav Gupta, Sebastian Hillenbrand, Theresa Kuchler, Robert J. Richmond, and Johannes Stroebel. "International Trade and Social Connectedness." Journal of International Economics 129 (March 2021).
      • September 2020
      • Teaching Note

      Facebook Faces the Regulators

      By: Debora L. Spar
      Teaching Note for HBS Case No. 720-019.  View Details
      Keywords: Regulation; Technology; Facebook; Social Media
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      Spar, Debora L. "Facebook Faces the Regulators." Harvard Business School Teaching Note 721-009, September 2020.
      • 2020
      • Book

      The Power of Experiments: Decision-Making in a Data-Driven World

      By: Michael Luca and Max H. Bazerman
      Have you logged into Facebook recently? Searched for something on Google? Chosen a movie on Netflix? If so, you've probably been an unwitting participant in a variety of experiments—also known as randomized controlled trials—designed to test the impact of changes to an...  View Details
      Keywords: Experiments; Randomized Controlled Trials; Organizations; Decision Making; Analytics and Data Science; Management Analysis, Tools, and Techniques
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      Luca, Michael, and Max H. Bazerman. The Power of Experiments: Decision-Making in a Data-Driven World. Cambridge, MA: MIT Press, 2020.
      • December 2019 (Revised February 2020)
      • Case

      Facebook Faces the Regulators

      By: Debora L. Spar
      In the fall of 2019, Facebook and its CEO Mark Zuckerberg are facing increased scrutiny on multiple fronts. Regulators from around the globe are threatening the company with punitive measures. Users are organizing against it. But there is little consensus around what,...  View Details
      Keywords: Facebook; Regulation; Media; Internet and the Web; Governance; Governing Rules, Regulations, and Reforms; Business and Government Relations; Social Media; Europe
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      Spar, Debora L. "Facebook Faces the Regulators." Harvard Business School Case 720-019, December 2019. (Revised February 2020.)
      • November 2019 (Revised November 2019)
      • Supplement

      eSig: Growth Analysis

      By: Mark N. Roberge and Thomas R. Eisenmann
      eSig, an early-stage startup, offers an electronic signature application as a "freemium" product, i.e., users can upgrade from a free basic version to a premium version by paying a subscription fee. Using 9 months of data from 50,000 user activations, available as a...  View Details
      Keywords: Esignature; Computer Software; Entrepreneurship; Business Startups; Management; Marketing Channels; Software; Computer Industry; United States
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      Roberge, Mark N., and Thomas R. Eisenmann. "eSig: Growth Analysis." Harvard Business School Spreadsheet Supplement 817-701, November 2019. (Revised November 2019.)
      • October 2019 (Revised January 2020)
      • Case

      Fixing Facebook: Fake News, Privacy, and Platform Governance

      By: David Yoffie and Daniel Fisher
      Mark Zuckerberg founded Facebook based on the idea that connecting people was a fundamentally good thing—and a way to turn a handsome profit. But from the beginning, Facebook received criticism both for how it handled user privacy and how it curated user-generated...  View Details
      Keywords: Platform; Governance; Privacy; Internet and the Web; Corporate Governance; Ethics; Business and Government Relations; Strategy; Digital Platforms; Web Services Industry
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      Yoffie, David, and Daniel Fisher. "Fixing Facebook: Fake News, Privacy, and Platform Governance." Harvard Business School Case 720-400, October 2019. (Revised January 2020.)
      • October 2019 (Revised September 2021)
      • Case

      Gupta Media: Performance Marketing in the Digital Age

      By: V. Kasturi Rangan and Courtney Han
      Gupta Media is a Digital Marketing firm started in 2005 that places advertisements and marketing promotions for its clients in digital media, mainly social media such as Facebook and Google. Over the years it had built its expertise in promoting music labels, artists...  View Details
      Keywords: Marketing; Digital Marketing; Performance; Measurement and Metrics; Social Media; Advertising Industry
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      Rangan, V. Kasturi, and Courtney Han. "Gupta Media: Performance Marketing in the Digital Age." Harvard Business School Case 520-031, October 2019. (Revised September 2021.)
      • Article

      Facebook Undermines the Social Belonging of First Year Students

      By: A.V. Whillans and Frances Chen
      We examined whether an online social networking technology (Facebook) influenced students' perceptions of their peers' social connections as well as their own feelings of belonging. In this experiment (N = 601), students were assigned to view Facebook profiles with...  View Details
      Keywords: Facebook; Social Comparisons; Belonging; Social Connection; Relationships; Networks; Familiarity; Perception; Well-being
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      Whillans, A.V., and Frances Chen. "Facebook Undermines the Social Belonging of First Year Students." Special Issue on Examining Personality and Individual Differences in Cyberspace. Personality and Individual Differences 133 (October 15, 2018): 13–16.
      • August 2018 (Revised September 2022)
      • Case

      Facebook—Can Ethics Scale in the Digital Age?

      By: George A. Riedel and Carin-Isabel Knoop
      Since its founding in 2004, Facebook has built a phenomenally successful business at global scale to become the fifth most valuable public company in the world. The revelation of Cambridge Analytica events in March 2018, where 78 million users' information was leaked...  View Details
      Keywords: Facebook; Ethics; Corporate Social Responsibility and Impact; Business and Stakeholder Relations; Trust; Business Model; Corporate Accountability; Social Media
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      Riedel, George A., and Carin-Isabel Knoop. "Facebook—Can Ethics Scale in the Digital Age?" Harvard Business School Case 319-030, August 2018. (Revised September 2022.)
      • June 2018
      • Supplement

      Knowledge Sharing at REMA 1000 (B)

      By: Tatiana Sandino and Olivia Hull
      Supplement to HBS No. 118-007, "Knowledge Sharing at REMA 1000 (A)." Chief Human Resources Officer Tore Høylie was proud of REMA 1000 (REMA)’s strong employee engagement with Workplace, Facebook’s corporate social media platform; however, some users complained that the...  View Details
      Keywords: Social Network; Enterprise Social Media; Facebook; Workplace; Social and Collaborative Networks; Communication Technology; Problems and Challenges; Social Media; Retail Industry; Norway
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      Sandino, Tatiana, and Olivia Hull. "Knowledge Sharing at REMA 1000 (B)." Harvard Business School Supplement 118-072, June 2018.
      • May 2018 (Revised February 2019)
      • Case

      The Powers That Be (Internet Edition): Google, Apple, Facebook, Amazon, and Microsoft

      By: Jeffrey F. Rayport, Julia Kelley and Nathaniel Schwalb
      As of early 2018, five U.S. technology companies—Google, Apple, Facebook, Amazon, and Microsoft—were among the largest companies in the world. Similarly, three Chinese technology firms—Baidu, Alibaba, and Tencent, or BAT—had emerged as global players due in part to the...  View Details
      Keywords: Internet and the Web; Business Ventures; Customers; Analytics and Data Science; Safety; Corporate Strategy; Competitive Strategy; Technology Industry
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      Rayport, Jeffrey F., Julia Kelley, and Nathaniel Schwalb. "The Powers That Be (Internet Edition): Google, Apple, Facebook, Amazon, and Microsoft." Harvard Business School Case 818-111, May 2018. (Revised February 2019.)
      • Article

      Facebook Knows It Can't Offer More Privacy

      By: Scott Duke Kominers
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      Kominers, Scott Duke. "Facebook Knows It Can't Offer More Privacy." Bloomberg View (April 26, 2018).
      • March 2018 (Revised June 2018)
      • Case

      Knowledge Sharing at REMA 1000 (A)

      By: Tatiana Sandino and Olivia Hull
      A year after Norwegian grocery chain REMA 1000 adopted Workplace, Facebook’s enterprise social network, Chief Human Resource Officer Tore Høylie is asked to evaluate its impact on company culture and communication. Almost 90% of the workforce is engaged with the...  View Details
      Keywords: Social Network; Enterprise Social Media; Facebook; Workplace; Social and Collaborative Networks; Communication Technology; Performance Improvement; Organizational Culture; Knowledge Sharing; Social Media; Retail Industry; Norway
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      Sandino, Tatiana, and Olivia Hull. "Knowledge Sharing at REMA 1000 (A)." Harvard Business School Case 118-007, March 2018. (Revised June 2018.)
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