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  • October 2023
  • Teaching Note

Metaverse Wars
By: Andy Wu and Matt Higgins
Teaching Note for HBS Case No. 723-431. Metaverse Wars recaps the development of the metaverse concept and the attendant hype, bringing the narrative up to the summer of 2023 when Meta’s big pivot looked more like a costly misstep than a stroke of strategic genius. In...  View Details
Keywords: Metaverse; Strategy
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  • 2023
  • Book

Move Fast and Fix Things: The Trusted Leader's Guide to Solving Hard Problems
By: Frances X. Frei and Anne Morriss
Speed has gotten a bad name in business, much of it deserved. When Facebook made "Move fast and break things" an informal company motto, it fueled a widely held belief that we can either make progress or take care of people, one or the other. That a certain amount of...  View Details
Keywords: Leading Change; Performance Improvement; Problems and Challenges; Organizational Change and Adaptation; Organizational Culture
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  • July 13, 2023
  • Article

Threads Foreshadows a Big—and Surprising—Shift in Social Media
By: Scott Duke Kominers and Liang Wu
Threads, Meta’s Twitter competitor, has become the fastest downloaded app in history. One of the reasons for this is because it allows users to port over their profiles and follows from the already popular social media platform Instagram, also owned by Meta—a feature...  View Details
Keywords: Decentralization; Twitter; Facebook; Instagram; Crypto Economy; Blockchain; Network; Industrial Organization; Competition; Open Innovation; Open Platforms; Open Source Innovation; Social Networks; Social Media; Applications and Software; Information Technology Industry
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  • March 2023 (Revised June 2023)
  • Case

Metaverse Wars
By: Andy Wu, David B. Yoffie and Matt Higgins
In 2023, the term metaverse — a combination of “meta” and “universe” — had become a catch-all for a diverse set of expectations about online virtual worlds and the future of the internet. To some, the metaverse conjured images of a massive participatory videogame...  View Details
Keywords: Metaverse; Technology; Virtual Reality; Facebook; Social Media; Technological Innovation; Internet and the Web; Technology Adoption
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  • January 23, 2023
  • Article

Digital Public Health Interventions at Scale: The Impact of Social Media Advertising on Beliefs and Outcomes Related to COVID Vaccines
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; Social Media; Advertising; Power and Influence; Health Care and Treatment
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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; Business Startups; Technology Industry; United States
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  • Article

All Eyes on Them: A Field Experiment on Citizen Oversight and Electoral Integrity
By: Natalia Garbiras-Díaz and Mateo Montenegro
Can information and communication technologies help citizens monitor their elections? We analyze a large-scale field experiment designed to answer this question in Colombia. We leveraged Facebook advertisements sent to over 4 million potential voters to encourage...  View Details
Keywords: Social Influence; Electoral Behavior; Election Outcomes; Economics; Economy; Governance; Government and Politics; Social Media; Social Marketing; Society; Political Elections; Advertising
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  • 2022
  • Article

Why Facebook and Twitter Opened the Door to NFTs
By: Scott Duke Kominers
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  • 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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  • 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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  • 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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  • 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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  • 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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  • 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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  • 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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  • 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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  • 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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  • October 2019 (Revised February 2023)
  • 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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  • August 2018 (Revised April 2023)
  • 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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  • 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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