RUNNING HEAD: FACEBOOK ORGANIZATION
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Facebook Organization.
Michelle Domfort
James Gilbert
Victor Saliba
Derek Sampson
Adam String
Liberty University
BMAL 504 – Leading Organizational Change
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Part # 1
Abstract
Facebook is a social networking service, and the website began in February 2004. Mark
Zuckerberg constructed it. Facebook, Inc. owns it. Facebook has more than one billion active
users as of September 2012. Users can create a private profile, add friends to other users, and
send emails. Users of Facebook must register before they use the site. The service name
arises from the name provided by some universities in the United States to the book delivered
to learners at the beginning of the college year. These books assist learners to improve their
knowledge of each other. Facebook enables users at least 13 years of age to become website
users. As Psalm 78:70-72 “He chose his servant, David, calling him from the sheep pens. He
took David from tending the ewes and lambs, and made him the shepherd of Jacob’s
descendants—He cared for them with a true heart and led them with skilful hands.” Which
describes the progression of King David as a leader?
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Introduction
There requires analysis of the company Facebook regarding change brought in
different forms. It chiefly aims at understanding the critical decisions taken by the company
and holding the prominent position in the social networking industry. Facebook, Inc. is
recognized to be an American online social media and social networking service company
successfully headquartered in Menlo Park, California. It got started by Mark Zuckerberg,
along with associated Harvard College students. It is also known to be one of the Big Four
technology companies, along with Amazon, Apple, and Google.
PART # 1
Personal data is often collected from social media sites to tailor the user experience to the
individual. Data on personal interests helps social media marketers understand what each
individual is likely to pay attention to, in terms of advertising of relevant products and
services. Providing relevant information is one strategy for maintaining loyalty. It allows
individual users to feel their needs and wants, as well as personal interests are essential.
However, social media capabilities, like any other electronic source, can be abused to inflict
harm on others or groups.
During the 2016 Presidential election campaigns, millions of fake user accounts were
created on Facebook, in an attempt to sway voters (Weise, 2017). Whether the effort was
successful or not depends on the analysts’ views. Many people are influenced by information
on Facebook and other social media sites. However, people who are swayed tend to live in a
shallow world where they want to be force-fed information, without checking the sources.
The fake user accounts created had the potential to sway voters for several reasons.
The creation of fake user accounts led to plummeting Facebook stock prices for
investors. An event such as the dissemination of false news has the potential to ruin financial
plans or negative affect the finances of investors. The news of fake accounts negatively
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affected stock prices and caused many users to lose faith in the social media provider. Public
distrust can lead to complete financial ruin for any corporation, but especially for a company
as large and well known as Facebook. While standard single users do not pay for use, many
businesses pay for advertising and promotions of their products and services. This is another
way for Facebook to experience financial loss when businesses and paid accounts seek
alternatives for their marketing activities. Doing damage control and regaining public trust is
more complicated than maintaining security protocols and maintaining confidence among
consumers.
In 2014, Cambridge Analytica, a data firm, obtained information from Facebook
profiles to create “voter profiles” for the election in 2016 (Confessore, 2018). The amount of
affected users was about 87 million (Winder, 2019). This was a major breech of private
information to the Facebook users. Cambridge Analytica at the time was the digital
consultants from the Trump campaign, so the leak proved to be intended to help the Trump
campaign be successful. Some immediate steps that Cambridge took was firing their chief
executive, Alexander Nix. Users found a little justice in this, but they wanted to hear from
Facebook. Users also wanted to have people delete their accounts in order to protect further
information and to punish Facebook. A Twitter hashtag of “Delete Facebook” started which
caused celebrities like Cher, to delete their accounts. After a few days of silence from any
Facebook higher ups, a new hashtag began “Wheres Zuck”. This hashtag was created to call
out Mark Zuckerberg the co-founder of Facebook. After a few days of silence, Zuckerberg
finally made a statement saying this was a “major trust issue” (Confessore, 2018).
To make matters worse, this breech led to the discovery that tranches of raw data still
existed but was beyond Facebook’s control (Confessore, 2018). How was Facebook going to
stop something that was out of their control? How would they better protect their users in the
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future? After the Cambridge Analytica Scandal, Zuckerberg says that the company has made
efforts to better protect its users. One of the new features the company does is end-to-end
encryption on all of its instant messaging services (Goodwin & Skelton, 2019). These are
small steps that hopefully will allow Facebook to change and better protect their user’s
privacy.
Part # 2
1- Based on your learning related to this course, how would you diagnose what is
really going on in the organization selected?
Changes in Organization
In order for an organization to be successful, changes are needed from time to time. It
strengthens the growth of the business and excels at its best. With adjustments, the company
can make unprecedented changes and confirm that the business is growing and excel in a
perpetual way. The company's founder confirms very well that Facebook is planning
something different from its organizational structure. It will take place in three key areas,
Central Product Services, New Platforms and Infrastructure and the Family of Apps. “Along
with this, it is looking forward to exploring future applications of blockchain technology, all
along with a small unit of employees devoted to the tech”. (Price, 2019).
The following change is due to security and safety issues. It has been discovered that
the company is facing trouble as people use Facebook for propaganda on sensitive issues. At
the same time, there is a problem with the privacy and confidentiality of the subject matter.
There is a need to bring about significant changes at the organizational level. Facebook is
facing major issues related to the cultural crisis. Right now, Facebook is struggling hard with
concerns about how to encompass all of the upheaval, disharmony and discrepancy that is
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taking place within the company. At an earlier stage, the company experienced positive
vibrations and the loyalty of its employees. It is believed that the company is going through a
number of issues relating to prejudice, discrimination, racial intolerance and hate speech. In
addition, there are scandals involving Zuckerberg and his COO Sheryl Sandberg.“Even, an
uncommunicative employee base takes a move for dripping their apprehension and
disappointment into the broader world”. (Putter, 2019).
One can make out that the company consider innovation aspects in helping the
business realize better growth and progress at the social platform level. As per this, the fact is
the company duly understands the prominence and relevance of allowing business feel the
value and meaning of innovation in giving speed to the industry. It considers winning mobile
strategy for making it easy enough for the people to have broad access to Facebook use. In
the company, from lower to executive level, the organization’s members give an active
contribution in conception and development of the product and making the journey pleasant
and hopeful. The mixing of the work environment is necessary on a regular basis helping
workers experience frankness and collaboration.
As Timothy said in the Bible 6:18 Tell them to use their money to do good. They should be
rich in good works and generous to those in need, always being ready to share with others
2- How well do the organizational leaders/members understand what the issues really
are?
In Facebook, the Chief Executive of the company's history is underway. According to
this, WhatsApp, Messenger and Facebook's core app are receiving new-focused leaders as
part of a massive executive reorganization. This reorganization has to do with the fact that the
tasks of former executives are to mix up with new leaders. “It helps in bringing more positive
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energy, and uniqueness to the way the company operates and able to introduce more of
several changes to the business of the company”. (Jana, 2013).
By going through the same, it is necessary comprehending that the company is
undoubtedly going to come through with a different phase in its functioning levels. In this
manner, it becomes highly imperative going through far better changes and amendments,
letting the company people realize more of promising growth at its largest. It is going to lend
a hand in facilitating company to maintain the constructive image in front of the stakeholders.
The company’s founder Zuckerberg believes introducing pioneer changes concerning
safe and confidential use of a Facebook app. It permits the users to have great access to the
company’s website resulting in positive resultants. With these changes, the leader is going to
hold a prominent place in the respective industry, making things far better and moving
enough. It seems to be very much requisite considering such changes allowing business to
generate the best from it.
The company instigates likely changes in the form of redesigning menu settings,
allowing users to download their data, and possessing check and control on the personal data.
With these, the company going to make users feel unique and fortunate. “It adds on positive
experiences to the customers and helps them develop a better image in their mindset. The
company duly considers important changes in empowering the business maintain a long-
standing presence” (Jenkins, 2018).
The company very well feels the importance and relevance of changes brought in the
company’s organizational areas. It dramatically contributes to making things more of
productive and successful in helping company recuperate from failures. One thing essential to
go through is that the company does feel the relevance and prominence of changes at an
organizational level. Even being a giant at the social networking field, the company has to
adjust as per requirements to give better feel and experience to its users.
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The company goes through ups and downs, but that does not limit its growth and
development. It evaluates the situation and makes a better move accordingly. Then only, the
things turn up more meaningful and worthwhile for it. In this way, it is quite easy to gain and
realize that the changes are radical for the betterment of the company. When considering
these changes, the business remains healthy and vigorous. In doing the same, it has to say that
the control is a must on the running state of affairs. The company people respect its
customers’ opinions and take actions regarding the same.
It serves to be the cornerstone for its constant and ongoing growth. There seem high
requirements accommodating as per running situations and dealing with it. Similarly, the
control is a must on the unfavourable aspects resulting in productive outcomes like less of
governmental interventions, no more criticisms from the society, and splendid growth. The
need of the hour enunciates how changes are imperative, allowing business to make a better
and progressive move.
As Hebrews said in the Bible 10:24 "Let us think of ways to motivate one another to acts of
love and good works".
Analysis
From start to end, the company Facebook does not leave any mark behind in giving
extreme happiness and contentment to its users. But there comes up some terrible situations
that are to manage and deal instantaneously. After facing the issue of propaganda, bad
publicity, and confidentiality concerns, the company does introduce effective and worthwhile
solutions to it. Against these issues, the company take up a firm stand up and bring forth
unique solutions in the form of the reorganization of the organization, shuffling duties of
executives, and introducing more fruitful options for the users.
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One has to believe that the changes are needed to maintain a presence within the
industry. The critics matter a lot and the company considers the same. In view of relevant
fact, the company do believe situations need supervision, and handling from the company’s
management. Then only, it can have regular and effective functioning and can gain positive
reception from the stakeholders. “It comes up as the best part in making things goes on
favourably and adequately resulting in the company’s enduring presence at the social media
platform”. (Farell, 2019).
Recommendations
It is worth mentioning that the company Facebook has to observe and monitor
ongoing changes keenly. In this way, the situations going to be quite useful and result-
oriented. The social media platform is quite competitive, and the people demand more
exceptional changes. But, at the same time, the company has to maintain law and order as
well. For this, there necessitate amendments to the respective areas. With this in mind, things
are going to be favourable and pleasant for the company’s business. Moreover, the company
also advise users not to break the rules and regulations. It is crucial to consider using
Facebook for interaction that gives birth to positive and healthy conversations.
From time to time, the company should interact with the people from the government,
society, and the employees. It is going to render directly to the company in reaching an
ultimate objective and having an impressive presence in the eyes of the people associated
with it. In this manner, the company Facebook is going to enjoy presence for a long time,
leaving behind all the critics.
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Conclusion
In the end, it is necessary to state that the company Facebook is a renowned name in
the social networking industry. It is a unique mode helping people connect and develop a
reliable and robust relationship. There is a great need adjusting as per changing situations and
making things better enough. With this, one can get to know how the control is necessary for
such inauspicious areas. Similarly, the company Facebook estimates the situations and
introduces the best. It chiefly looks forward to making things worthwhile at the social media
platform. The essential requirement is tuning with the technology changes and helping the
company revive in the best possible manner.
After going through the whole scenario, it is indispensable for the company Facebook
make out the organizational changes to maintain its presence in the industry. The requirement
is to allow a business to grow and develop at a continuous basis. Moreover, regular
supervision and monitoring can help business act as per customer’s expectations. It is
necessary maintaining law and order by not breaking the rules and emerging as a more
powerful and robust company within the social media. Facebook sincerely and
enthusiastically considers these remarks and introduces organizational changes with full zeal.
Moreover, it sets standards for others on how to make use of the organizational change
concept for a better and promising future.
The change is a necessary ingredient aiding the company perform effectively and
successfully. It supports the company to remain energetic and high-spirited. At the same time,
there workplace conditions and the members also receive holistic development. There has to
be far better realization with the concept of organizational change. Facebook considers the
concept and make it pervasive at all the levels. The organizational members also contribute
wholeheartedly in bringing forth variations in the most promising manner. The change is
anything that means introducing something new from time to time. It is the best approach
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infusing positive energy in the company by letting it fulfil goals and objectives. It is
undeniable that the change in Facebook is essential for helping things carry on at an active
manner.
Response to Questions 3 & 4
The Facebook and Cambridge Analytica scandal could be viewed as a complete
disregard of users’ rights and public trust for the sake of increased profits. Whether Facebook
was ready to change its processes before news of the scandal broke is doubtful, but once the
details of the data breach were made public, it was clear that change was inevitable. With
changing regulatory demands and unanticipated foreign pressures, Facebook executives faced
the real possibility of users leaving the platform, resulting in a decline in advertising revenue
(Larson & Vieregger, 2019, p. 102-103). As Facebook gained awareness of the seriousness of
this scandal, the public outcries to #DeleteFacebook created motivation for change (Larson &
Vieregger, 2019, p. 98). Additionally, the change would require flexibility and skill, which
Facebook had enough talent and resources to navigate. The company made close to $5 billion
in profits during a single quarter in 2017 (Curwen, 2018, p. 370). Considering that much of
these profits were made from exploiting its users, Facebook gained little sympathy when it
came to lost revenue. Executives had to change Facebook’s approach to corporate social
responsibility, which meant forgoing some profits because of the impact on stakeholders
(Lawrence & Weber, 2017, p. 49).
Given the social and political context that Facebook had to navigate, making any type
of change would receive mixed feelings, especially if government regulations were imposed
on social media platforms. It was clear the Facebook and other social media platforms could
no longer “treat personal data rights with contempt” (“Fire and Fury for Facebook,” 2018).
The calls for data protection laws intensified. Some believed companies like Facebook and
Google should have to gain consent from users before collecting user data (Jackson, 2018).
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The impact felt by users in the United States was also felt by users in the United Kingdom, as
users’ private information was used to develop political propaganda campaigns in both
countries (“Fire and Fury for Facebook,” 2018). Nevertheless, there were those who stood in
opposition to any type of regulation. Many saw such regulatory restrictions on social media
platforms as an attack on the First Amendment and the rights of users (Chander & Lê, 2015,
p. 507). Consequently, Facebook would have to make major changes in its business strategy
in order to move the company towards corporate social responsibility, redefining its public
image as an organization that no longer put profit above stakeholders’ interests.
References
Lawrence, A. T., & Weber, J. (2017). Business and society: Stakeholders, ethics, public
policy. New York: McGraw-Hill Irwin. Retrieved from
https://newconnect. mheducation. com/ flow/connect.html
Response to Questions 5 & 6
In addition to the public outcry and petition to #DeleteFacebook, the potential for
strict regulations resulting from the Congressional hearings caused great concern for
Facebook’s leadership. “Immediately following Mark Zuckerberg's testimony before the U.S.
Congress, Facebook executives needed to decide what they should do next” (Larson &
Vieregger, 2019, p. 103). Facebook faced changing regulatory demands and unanticipated
foreign pressures as well as the real possibility of users leaving the platform, resulting in a
decline in advertising revenue (Larson & Vieregger, 2019, p. 102-103). Ultimately, Facebook
executives decided to “cut off access to third-party data for ad targeting,” giving up one of the
company’s major data sources that helped advertisers target relevant users (Hatmaker, 2018).
Given the severity of the data breach and the controversy surrounding the use of that data to
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influence the 2016 election, Facebook did not have many options (Curwen, 2018, p. 370).
Executives had to change its approach to corporate social responsibility, which meant
forgoing some profits because the social impact was seriously hurt many of its stakeholders
(Lawrence & Weber, 2017, p. 49).
Once Congress got involved, there was a great deal of resistance to any type of
regulation that would change the way Facebook and other social media platforms operated,
even if such policies were intended to protect Americans. Many saw such regulatory
restrictions on social media platforms as an attack on the First Amendment and the rights of
users (Chander & Lê, 2015, p. 507). In the United Kingdom, tech companies lobbied against
proposed changes because they feared such regulations would stifle innovation (Jackson,
2018). This resistance to change by some Facebook users kept lawmakers at bay and took
some of the pressure of Facebook. However, the damage was done and Facebook could not
afford to be passive with addressing the public’s concerns. Social media platforms can no
longer treat personal data rights with contempt (“Fire and Fury for Facebook,” 2018). Mark
Zuckerberg once commented that Facebook was in “an arms’ race” with Russia to secure
users’ personal data (“Fire and Fury for Facebook,” 2018). Facebook’s high reputation was a
competitive advantage and key to regaining public trust (Kircova & Esen, 2018, p. 21). By
taking self-imposed measures to cut one of its major data sources, Facebook executives were
able to quite the storm and outrage on both sides.
The consulting strategy I would use is Renewal, to return to the organization’s former level of
competitiveness and public approval (Reeves, 2015). This strategy involves focusing on two
aspects of the social media giant. One recommendation is to investigate how the fake user
accounts were created and implement safeguards to prevent it from happening in the future.
Another strategy is to develop a sound plan for regaining public trust. Each of these strategies
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goes hand in hand with the other because public trust cannot be regained without the
company having a sound plan of action it can share with users. Implementing new security
protocols involves the ability to verify users rather than allowing bots to create accounts.
While this may not seem like a difficult task, it can be time-consuming. The use of
verification methods such as CAPTCHA or verification via text/mobile phone is among the
most common choices. A CAPTCHA that relies on the user following exact instructions for
users (Chesters, 2016), such as typing a specific word, can eliminate bots creating fake
accounts. Some users may not want to go through the extra effort of account verification via
text on a mobile device.
The implementation of a new strategy and change process is always smoother when
everyone involved knows what is going on. This means all employees must be aware of the
new account verification process and what is involved. It also means users and investors
should be made aware of the change as soon as possible, so they can also prepare. Providing
a means for users to give feedback is another way to keep users involved in the change
process. Facebook was met with a severe breach. By allowing users to provide input, they
may be more likely to feel as though they are part of the solution (Heiska, 2014), something
bigger than themselves. Feedback
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References
Farell, H. (2019). Zuckerberg’s announcement changes everything for Facebook. Retrieved from
https://www.washingtonpost.com/politics/2019/03/06/zuckerbergs-announcement-changes-
everything-facebook/
Jana, R. (2013). Inside Facebook’s Internal Innovation Culture. Retrieved from
https://hbr.org/2013/03/inside-facebooks-internal-inno
Jenkins, A. (2018). Facebook Just Revealed 3 Major Changes to Its Privacy Settings. Retrieved
from https://time.com/5218395/facebook-privacy-settings-changes-cambridge-analytica/
Price, R. (2019). Facebook Announces a Massive Reorganization and a New Blockchain Unit.
Retrieved from https://www.inc.com/magazine/201909/una-morera/arrive-logistics-matt-
pyatt-ecommerce-logistics-transportation-trucking-2019-inc5000.html
Putter, B. (2019). What You Can Learn from The Facebook Culture Crisis? Retrieved from
https://www.forbes.com/sites/brettonputter/2019/01/16/what-you-can-learn-from-the-
facebook-culture-crisis/#6a0d9c841975
Confessore, N. (2018). The New York Times. Cambridge Analytica and Facebook: The Scandal and
the Fallout So Far.
Goodwin, B. & Skelton. S. K. (2019) ComputerWeekly.com Facebook’s privacy game – how
Zuckerberg backtracked on promises to protect personal data.
Winder, D. (2019). Forbes. Facebook Privacy Update: Mark Zuckerberg’s Response to Cambridge
Analytica Scandal One Year On.
