Case Study – A Short History of Facebook

Case Study 1.1: A Short History of Facebook

Evan Cook

Florida State College at Jacksonville

ISM 4480

Professor Steven Miller




  1. As an investor in a social network such as Facebook, which financial and customer-related metrics would you use to assess and benchmark the current business success and future growth potential of the company?

The overall revenue model is ad-based advertising, which uses Cost-per-Click (CPC) and Cost-per-Thousand (CPM) payment models. The CPC model is used by charging the advertiser a certain price when a user clicks a link to a third-party website. The CPM model charges the advertiser for each 1,000 ad impressions on Facebook, which could range in price.

The metrics you could use for customer-related information would include the number of returning daily customers to a particular page, the number of pages those customers view per day, and the types of financial transactions they tend to make on a daily basis. The efficiency of these ads relies on the engagement of these returning users. Subscriptions to games or third-party apps on Facebook will also determine the type and placement of certain ads for those customers.


  1. Complete a situation analysis for Facebook focusing on an assessment of the main business risks which could damage the future growth potential of the social network.

I created a SWOT Analysis chart for Facebook below:


Overall integration with many websites

Over 1 billion monthly active users

Easy-to-use interface and user experience


Advertising is the only source of revenue

Poor use of customer information

Lack of customization


Invent new ways to acquire revenue

International expansion

Continued growth in the mobile realm


Social network competitors (Twitter)

Identity theft

Overall weak business model


  1. For the main business risks to Facebook identified in Question 2, suggest approaches the company could use to minimize these risks.

As I stated in the SWOT analysis chart above, the incorporation of new types of revenue streams either including or not including advertising need to be made and implemented. Another avenue that could mitigate risk would be improving personal privacy among users, and upgrading the systems that keep personal information safe. Informing the users of these upgrades would help with the overall ratification of these changes. The international expansion of these ads could reach millions of untapped customers across the globe. Testing these new features and ventures will need to be completed before they are implemented, to ensure a smooth experience for both Facebook as well as its users.

Letter To Governor Rick Scott 8/16/2015

Guns on Campus in Florida

An Opinion Letter

Evan C. Cook

Florida State College at Jacksonville

August 18, 2015



Office of Governor Rick Scott

State of Florida

The Capitol

400 S. Monroe St.

Tallahassee, FL 32399-0001


Dear Governor Scott,

I am writing you today to inform you of my position on the current issue of licensed owners of concealed weapons having their weapons restricted from college campuses throughout Florida. My official stance on this subject is that I believe any person of legal age, has a right to carry a concealed weapon, as outlined in the second amendment of the Constitution of the United States of America. I know that this stance is controversial, in that guns have no right to be on a college campus that has never had violence in the past, but this is an issue more specifically focused on self-defense.

When the country was in its infancy, there was a pride that came with protecting your homeland, and to prevent outsiders from taking your possessions, and with them, your pride. Our country’s leaders were very different back then, as were the values. There was one ideal that survived these 239 years, and that is liberty. Living in a free society, fearless of those who could oppose you because you know you have the means to repel them is what makes America what it is.

The tragedy that occurred at FSU in November 2014 brought this issue back onto the table, and as a result, you passed a bill that allows the concealment of a firearm for the first 48 hours of an emergency evacuation, such as a hurricane, or terrorist situation. My problem with this is that you aren’t required to have a concealment license for this to apply to you. Any and every firearm in Florida should be licensed, and this aspect of the bill worries me for the success of that goal. Having the right to carry is just that, our right. But there are guidelines that need to be followed to allow our state to remain a peaceful, safe place to raise families in.

Thank you for your attention.


Evan C. Cook