Oriane Letouze

Research Proposal

Research proposal:

Social Networking Advertising


Introduction and literature review

With the constant growth of the Internet and especially the expansion of social networks, companies have to adapt their communication strategies by using new kinds of media in order to constantly follow the market’s new desires and become well known. The Internet is nowadays one of the best ways to communicate and advertise for a company since it can target the right people, at the right place, and at the right time. This marketing tactic is exactly what companies are looking for because it is both effective and efficient.  Its secret is the use of social networks because they link millions of people together, reference their age, location, profession, and hobbies. Moreover, their population is still growing. Indeed, according to “The Facebook Marketing Book” written by Dan Zarrellaand Alison Zarrella (2011), the current Facebook population is 500 million and 250 million users log in on a daily basis. The article “Marketing through social network: Business Considerations”, written by Katheryn A. Andresen (2011), adds that social network sites accounted for twelve percent of all online use; that is incredibly important.

Advertisements through the Internet really began with the first social networks such as MySpace and Friendster; now networking techniques have been improved and further developed by Google and Facebook, as explains Todd Wasserman (2011) in the online article “Facebook’s New Advertising Strategy Is Brilliant and Unexpected”. Wasserman explains that Facebook has developed two advertising tools that are truly helpful for companies. First, there are the ads, which appear on every Facebook home page, and second the brand pages. These brand pages are not profitable for Facebook but very valuable for companies because they are a display of companies’ image directly on the social network. The article “All about Facebook” found in the newspaper Haymarket Business, written by Jennifer Whitehead (2011), goes further by explaining that Facebook has recently changed its design to increase the number of visits and the reputation of these brand pages. The new design, called Timeline, should increase the creativity of the companies, which should improve their marketing, and therefore, boost the circulation on their own brand page. Nevertheless, “The Facebook Marketing Book” adds a third marketing tool: groups. Groups are slightly different than pages because they are more exclusive, so they can send messages and notify the members.

Concerning Facebook ads, there are various guidelines to establish successful advertising strategies on Facebook. The article “10 Rules For Advertising On Facebook”, written by Nick O’Neill (2009) and published in the online newspaper Business Insider, lists many of them. In the same vein as “The Facebook Marketing Book”, this article explains that the first rule to establish good marketing strategies is to know the target market; because of Facebook, this is now very easy to do. Indeed, because of its plethora of options, Facebook is able to pinpoint one specific target, which can be determined by all the personal information displayed on Facebook, and show the most relevant advertisements to them. The second main tip presented in this article is that Facebook should not be used as a direct sales tool, in fact, Facebook’s CEO wants to preserve the social network function. Brands are, thus, not allowed to notify the members of their page when they upload new promotions or create events, the “facebooker” has to join by their own free will. Finally, O’Neill gives some other tips concerning the budget that companies should consider and the methods on how to pay for the ads. Along the same line, the chapter entitled “Branching Out: Facebook Pages and Facebook Advertising” found in the book Social Networking Space written by Todd Kelsey (2010) explains how to create a good ad: how to choose the best picture? What sentence is catchy?

Therefore, we have a lot of tips concerning how to use the ads on Facebook, their budget, and their appearance. However, there are not tips on how to use groups, when to create an event, when should the fan pages for businesses be used or how often the company should upload its publication. All previous research about online marketing is based on ads, which are costly hence only used by large and powerful companies. That is why through this study, I want to search how small-marketing-budget companies can increase their reputation with Facebook without spending money.


Method section

To conduct this research, I will use both quantitative and qualitative marketing methods. First, the qualitative method will help us to improve our knowledge about Facebook users, their habits, or their opinions and motivations. This study will be completed through focus groups, which will include a dozen participants each. These participants will have to come from different places, have different ages, different hobbies, and different social classes. Via these meetings, lasting about an hour each, the participants will have to speak and debate about my topic’s research: brands on Facebook. The goal of this first step is not to extrapolate the results of our sample to the rest of the population, but to improve our knowledge about customers’ behaviors. The qualitative study helps to go deeper and understand attitudes and desires. It will be organized and led by a professional, which will make people feel confident and discuss the topics together in order to develop new ideas and new initiatives. The leader will direct the debates around some specific questions such as, what do they think about Facebook advertisements, Facebook groups, and Facebook events; how do they perceive the social networking advertisements, and so on. These meetings will be recorded allowing us to analyze them later. Moreover, an observer will take notes about participants’ reactions, tones of voice, and non-verbal behaviors. After running three different sessions with three different groups, I will analyze the results. These outcomes will help me to understand the population and, then, prepare the second step of my research: the quantitative research.

The quantitative research will be conveyed through questionnaires that I will elaborate thanks to the previous analyses. This one will have to be completed by a sample of a Facebook’s representative population. This sample would have to be determined in advance because it is not the same as the world’s representative population, nor the Americans’ representative population because the Facebook members are essentially young: 50% are less than twenty four-year old, 28% are between twenty-five and thirty-four, 13% are between thirty-five and forty-four and only 3% are older than fifty. Hence, the questionnaires have to be distributed carefully to obtain the right answers and convey the general opinion.

The questionnaires will be divided into four sections. The first part will ask questions about Facebook in general and I will introduce our topic: the brands on Facebook. For instance, the questions below could be asked: Do you use Facebook? Are you a member? How often do you log in on Facebook? Are you familiar with social networking advertising? And how do you feel about the presence of brands on Facebook?  These questions will be critical: if a participant cannot answer them, he will be allowed to stop completing the questionnaire because his next answers will not be relevant.

Then, the second part will deal with Facebook groups. The questions could be: Do you use the groups on Facebook? In how many groups are you involved? What kind of groups are they? Are you in a brand group? I will also ask questions about how the Facebook members interact with their groups, if they do, and how often. Next, I will interrogate them on notifications and uploading. My questions would be, for example, do you like receiving some news? Would you like to receive coupons via these groups? Are you more able to buy brand products if you received news daily? Weekly? Monthly? And finally, to conclude this part, I will ask about departure: have you ever quit a group and for what reasons? Naturally, these questions may be adjusted to function with the focus groups.

Then, the third section will further investigate the fan pages. I will ask the members the same kinds of questions I did for groups to determine whether members prefer fan pages or group pages, and in what context members use them. I will also ask what characteristics make fan pages or groups attractive.

Next, the fourth part will ask about events created on Facebook. I will ask how often they participate in a Facebook event and what kind of event it was. Are they interested in commercial events? How can they be attractive?

Finally the last part will ask about personal information such as age, sex, social class, family and other criteria that can identify the person.

These surveys will be distributed either online or in paper. They will be analyzed via the software Sphinx: a marketing tool used for quantitative surveys. The results can be shown via tables and graphs that are very easy and convenient to visualize and then analyze.

Results and discussion

The problem of how limited-budget companies should advertise through social networks, and especially through Facebook, is nowadays a practical question that has to be solved in order to promote local businesses instead of multinational companies. Via this study I am hoping to find the most effective way to do it by exploiting groups, fan pages and events. The study will focus on the best way of using these tools to increase corporate communication, corporate image, popularity, and last but not least sales. To do it, I will elaborate two studies. First, the qualitative analysis will improve my knowledge on the subject and, then, the quantitative analysis will help me to make decisions.

According to my personal experience and how companies seem to behave online to promote themselves, I expect two main results. On the one hand, I think Facebook fan pages should be used to promote companies on a large scale by presenting the company but also how it works in the daily life: via pictures, articles, and videos. In fact, these pages are accessible by all the Facebook users, so no real targeting would be effective. Facebook groups will, on the other hand, work better on the small scale because companies can choose the target population that they want. They can also create private events and send personal messages.

Finally, despite all the care that will be taken during this study, some limitations could appear. Indeed, some details can still distort the results in the future; for instance, Facebook design can change, Facebook privacy could be modified, and other Facebook tools might be created to improve companies’ advertising. Hence, these current outcomes could be skewed. Nevertheless, this study can be conducted again to adjust for the foreseen limitations.

To conclude, I am convinced this study is essential because globalization promotes multinational companies, which can afford to spend millions in their promotion. Small businesses, nonetheless, have to gain popularity and increase their reputation through free or less expensive ways. Social networks may be the key solution for them. Therefore, this study will give them methods to create successful communications and advertisements strategies.


Andresen, K. A. (2011).  Marketing through social network: Business Considerations. William Mitchell Law Review. Retrieved from Lexis Nexis Academic

Kelsey, T. (2010). Branching Out: Facebook Pages and Facebook Advertising. In M. Lowman (Eds.), Social Networking Space (p147 –p181). New York, NY : Springer.

O’Neill, N. (2009). 10 Rules For Advertising On Facebook.  Business Insider. Retrieved from http://articles.businessinsider.com/2009-07-16/tech/30073056_1_facebook-advertising-target-market/3

Wasserman, T. (October 03, 2011). Facebook’s New Advertising Strategy Is Brilliant and Unexpected. Mashable Business. Retrieved from http://mashable.com/2011/10/03/facebook-ad-strategy/

Whitehead, J. (2011). All About Facebook. Haymarket Business. Retrieved from Lexis Nexis Academic.

Zarrella, D. & Zarrella A. (2011). The Facebook Marketing Book. Sebastopol, CA : O’Reilly Media, Inc.


13,339 thoughts on “Research Proposal

  1. unaccountablewa95.yolasite.com
    3:05 pm - 4-10-2016

    Ѕince The Salvаtion Military´s first priorіty is as a
    Christian mission, spiritual care is a high prioгity at our facility.

    Feel free to surf to my web blog – florida rеverse mortgage, unaccountablewa95.yolasite.com,

  2. electric hoverboard samsung battery free shipping
    12:32 am - 4-11-2016

    Which i bring in a powerful Eight 1/2 and also purchased a 8- electric hoverboard samsung battery free shipping http://www.aliexpress.com/store/group/8inch-Hover-Board/1950023_505167005.html compliment appropriately. Highly fine, plus my very own foot should never be scorching or even extraordinary. Great company Strongly suggest!

  3. alat bantu sex
    1:53 am - 4-12-2016

    I visit daily some websites and sites to read articles, however this website gives
    feature based posts.

  4. buy vyvanse online
    4:17 am - 4-12-2016

    I enjoy reading through an article that can make people think.
    Also, many thanks for allowing me to comment!

  5. this is "kitchen sink" to GSA T1 (non-contextual)
    3:52 am - 4-14-2016

    I blog often and I truly appreciate your information. This great article has really peaked my interest.

    I’m going to book mark your site and keep checking for new
    details about once a week. I subscribed to your RSS feed as well.

    Look at my webpage :: this is “kitchen sink” to GSA T1 (non-contextual)

  6. this is "kitchen sink" to GSA T1 (non-contextual)
    7:04 am - 4-18-2016

    I’m not that much of a online reader to be honest but your blogs really nice, keep it up!
    I’ll go ahead and bookmark your website to come back down the
    road. All the best

    Feel free to visit my site … this is “kitchen sink” to GSA T1 (non-contextual)

  7. The Click Profit Method review and bonus
    5:18 am - 4-19-2016

    How do yoou create an irresistible supply that ensures your online marketing success.
    As you can see, a few techniques can help you choose affiliate products that you are really fired up about promoting.

    The cost of this buziness is currently free to join, but
    it will reuire a monthly fee of anywhere from $35.

  8. kue ulang delivery bandung
    7:41 am - 4-19-2016

    Sweet blog! I found it while searching on Yahoo News.
    Do you have any suggestions on how to get listed
    in Yahoo News? I’ve been trying for a while but I never seem to get there!
    Appreciate it

  9. get7.pw
    5:09 pm - 4-19-2016

    you are really a just right webmaster. The web site loading pace
    is amazing. It seems that you are doing any unique trick.
    In addition, The contents are masterwork. you’ve done a wonderful task on this matter!

  10. kd shoes
    8:47 am - 4-20-2016

    20160411Treasury doesn’t think chasing the bulls 72 – a [url=http://www.kyrie2.com]kyrie 2[/url] record for the warriors players tired, physical burden over load.
    kd shoes http://www.kdshoesstore.com

  11. hydraulic hose
    2:48 am - 4-21-2016

    We look forward to develop good relationship and mutual benefit with our valuable customers. Our team at Motian Hose welcome your enquiry at anytime, assuring you with our best service, knowledge and attention at all times.

  12. frontal
    1:13 pm - 4-21-2016

    Quality frontal, marvelous consumer support.

  13. this is "kitchen sink" to GSA T1 (non-contextual)
    2:44 pm - 4-21-2016

    Superb blog you have here but I was curious if you knew of any discussion boards that cover the
    same topics discussed in this article? I’d really
    love to be a part of online community where I can get opinions
    from other knowledgeable individuals that share the same interest.

    If you have any suggestions, please let me know.

    Appreciate it!

    Here is my weblog: this is “kitchen sink” to GSA T1 (non-contextual)

  14. limo airport transfer nice
    6:57 am - 4-22-2016

    Thanks for sharing your thoughts on Another amazing bgsu blog.

    Feel free to surf to my web page limo airport transfer nice

  15. yeezy shoes
    6:49 am - 4-24-2016

    The second paragraph of the color of adidas Yeezy Boost 350 launch in the [url=http://www.yeezyshoes.us.com]yeezy shoes[/url] global scope, as expected, shoe was snapped up again.
    yeezy shoes

  16. Tim LaHaye 33 ebooks Collection PDF MOBI EPUB
    7:25 am - 4-24-2016

    rote to me from Denver never showed.”Yes’ said Bremen, nodding. Each time his chin came down it wanted to stay down. He struggled to keep his eyes open. ‘Yes, I’d like to try. But I don’t know anything

  17. test
    1:11 am - 4-27-2016

    It’s very trouble-free to find out any matter on net as compared to textbooks, as I found this article at this site.

    my blog … test

  18. this is "kitchen sink" to GSA T1 (non-contextual)
    2:59 pm - 4-28-2016

    I am now not positive the place you are getting your information, but good topic.

    I needs to spend a while learning much more or figuring out more.
    Thank you for excellent information I was in search of this
    information for my mission.

    Here is my weblog :: this is “kitchen sink” to GSA T1 (non-contextual)

  19. pornos
    4:39 am - 4-30-2016

    Thanks for the good writeup. It actually was once a amusement account it.

    Glance advanced to far brought agreeable from you! By the way, how could
    we keep up a correspondence?

  20. credit card
    6:43 pm - 5-2-2016

    Magnificent goods from you, man. I have understand your stuff previous to and you’re just extremely fantastic.
    I really like what you have acquired here, certainly like what you’re saying and the way in which you say it.

    You make it enjoyable and you still care for
    to keep it sensible. I can not wait to read much more from you.

    This is actually a terrific web site.

    Here is my website; credit card

  21. this is "kitchen sink" to GSA T1 (non-contextual)
    8:49 pm - 5-2-2016

    It’s fantastic that you are getting thoughts from this post as well as from our argument
    made at this time.

    Also visit my webpage :: this is “kitchen sink” to GSA T1 (non-contextual)

  22. this is "kitchen sink" to GSA T1 (non-contextual)
    10:06 pm - 5-4-2016

    Good day! This is kind of off topic but I need some help from an established blog.
    Is it difficult to set up your own blog? I’m not very techincal but
    I can figure things out pretty quick. I’m thinking about creating my own but I’m not sure where to start.

    Do you have any tips or suggestions? With thanks

    my web-site – this is “kitchen sink” to GSA T1 (non-contextual)

  23. this is "kitchen sink" to GSA T1 (non-contextual)
    2:45 pm - 5-5-2016

    For latest information you have to pay a visit world-wide-web
    and on world-wide-web I found this web site as a finest web page for most up-to-date updates.

    Take a look at my webpage :: this is “kitchen sink” to GSA T1 (non-contextual)

  24. this is "kitchen sink" to GSA T1 (non-contextual)
    10:20 am - 5-7-2016

    If you are going for most excellent contents like me, simply pay a
    quick visit this web page everyday as it gives feature contents, thanks

    Stop by my website; this is “kitchen sink” to GSA T1 (non-contextual)

  25. this is "kitchen sink" to GSA T1 (non-contextual)
    3:26 pm - 5-9-2016

    It is actually a nice and helpful piece of info. I’m satisfied that you simply shared this helpful information with us.

    Please keep us informed like this. Thanks for sharing.

    Also visit my web-site: this is “kitchen sink” to GSA T1 (non-contextual)

  26. Penelope
    3:49 pm - 5-9-2016

    Why visitors still use to read news papers when in this technological globe everything is existing on net?

    Feel free to surf to my website … avoiding identity theft (Penelope)

  27. this is "kitchen sink" to GSA T1 (non-contextual)
    4:59 am - 5-10-2016

    Great article! We will be linking to this great content on our site.
    Keep up the good writing.

    My web site: this is “kitchen sink” to GSA T1 (non-contextual)

  28. jam tangan original
    9:35 am - 5-11-2016

    Any mentions of specific brands in certain categories is intended as a common guide to get you started seeking,
    but is in no way a definitive guide to all these brands have to offer you.

  29. Valeneewk
    10:28 pm - 5-13-2016

    Mens Baltimore Ravens Majestic Purple Helmet Synthetic Pullover Hoodie,cheap nfl fabrics etc webster,nfl wholesale socks,Girls Youth New England Patriots Navy Shimmering Harem Pants


    2016 cheap nfl jerseys china for sale wholesale http://www.cheap-arizona-cardinals-jerseys.com Pro Line Chicago Bears Heritage Football Jersey Long Sleeve T-Shirt – Navy Blue,Men’s New Orleans Saints Black Hybrid Bi-Fold Wallet

  30. Nonton Movie Subtitle Indonesia
    9:18 pm - 5-14-2016

    It’s a pity you don’t have a donate button! I’d most certainly
    donate to this fantastic blog! I suppose for now i’ll settle for
    bookmarking and adding your RSS feed to my Google account.
    I look forward to fresh updates and will share this blog with my Facebook group.
    Chat soon!

  31. this is "kitchen sink" to GSA T1 (non-contextual)
    7:33 am - 5-15-2016

    Good info. Lucky me I discovered your site by accident (stumbleupon).
    I have book marked it for later!

    My blog – this is “kitchen sink” to GSA T1 (non-contextual)

  32. goji diet yorumlar
    11:25 am - 5-17-2016

    Heya i’m for the first time here. I came across
    this board and I find It truly useful & it helped me out a lot.
    I hope to give something back and help others like you helped me.

  33. Deidre
    7:03 pm - 5-17-2016

    Once you require the help of Locksmith Solutions, they will
    be there for you in no time, even with more options to the issue you have.

    My homepage … All City Lock; Deidre,

  34. pure forskolin extract
    1:00 am - 5-19-2016

    Hello! This is kind of off topic but I need some guidance from an established blog.
    Is it tough to set up your own blog? I’m not very techincal but I can figure things out pretty quick.
    I’m thinking about making my own but I’m not sure where to begin. Do you have any points
    or suggestions? Cheers

    my site: pure forskolin extract

  35. singorama - essential guide to singing
    11:04 am - 5-20-2016

    I thnk this is among the most important information for me.

    And i’m glad reading your article. But wqnt to remark on some general
    things, The web site style is perfect, tthe
    articles is really excellent : D. Good job, cheers

    Stop by my web page: singorama – essential guide to singing

  36. poker online
    6:12 am - 5-21-2016

    What’s up, after reading this remarkable paragraph i am too happy to share my experience here with friends.

  37. hotel in Bangkok used in hangover 2
    11:34 am - 5-21-2016

    Hi there Deaг, are you genuinely vіsitіng thіs sіte on a regular basiѕ, if ѕo after that you will definitely get pleasant knowlᥱdge.

    my web site … hotel in Bangkok used in hangover 2

  38. Jacquelyn
    1:43 am - 5-22-2016

    Pretty! This has been a really wonderful post. Thanks for supplying these details.

    Here is my web page losing weight (Jacquelyn)

  39. Savannah
    10:14 pm - 5-23-2016

    Pretty! This has been a really wonderful post. Thanks for providing these

    My weblog; outdoor ceiling speakers (Savannah)

Leave a Reply

Your email address will not be published.

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>