Facebook a Metaverse

Cheryl Lawson


Facebook: Pioneering a Digital Revolution

From the hallowed halls of Harvard to practically every corner of the globe, Facebook’s journey is nothing short of iconic. Whether you’ve been captivated by the dramatization of its inception in “The Social Network” movie, or pored over early interviews of a young Mark Zuckerberg, Facebook’s revolutionary impact on our societal fabric is undeniable.

The video, harking back to a time twelve years prior, beautifully captures the essence of Facebook’s mission and the groundbreaking vision its founders had:

Breaking Convention: Facebook’s approach wasn’t just to be different for the sake of it. They yearned to challenge the status quo, urging not just to opt for conventional choices. The aim was to find a distinctive path because their vision was unlike any that had come before. “Don’t just make the conventional decisions, but think about how we can do something differently than everyone else because what we’re attempting is distinct from prior endeavors.”

The Ripple Effect: It’s a testimony to the power of ideas. The musings and efforts of a handful can ripple out, influencing the lives of hundreds of millions globally. “The impact of a small group of people’s ideas can touch the lives of hundreds of millions of real individuals every day.”

Embracing Failure: The Facebook ethos was to take chances, fueled by the right intentions. Mistakes were part of the journey, but they believed in the support of their community. “Don’t fear trying something if the intentions are genuine. Even if you falter, there’s a community to support you, and undue criticism won’t be your portion.”

Critical Creativity: Facebook’s work environment thrived on fostering a blend of analytical thinking and imagination. They didn’t just want employees; they wanted visionaries who could identify gaps and make monumental impacts. “Facebook urges its workforce to be analytical and innovative, enabling them to identify voids and effect significant changes.”

Expanding Horizons: Even at its inception, Facebook was never just about ‘status updates’. It was about tapping into the potential of shared human experiences and the complexities of the world around us. “The possibility for individuals to disseminate intricate and meaningful insights about their environment is just at its dawn at Facebook.”

A Global Footprint: Beyond likes, shares, and pokes, Facebook facilitated heartwarming adoptions and became the backbone of pivotal political movements, like during the Iranian elections. “Facebook’s influence spans the globe, from playing a role in adoption processes to bolstering political revolutions such as the Iranian elections.”

The Future is Personal: Facebook was just scratching the surface. They foresaw a future where every digital interaction would be deeply personal and interconnected. “We’re on the threshold of a future where every site and gadget feels like an extension of the individuals we cherish and are familiar with.”

In retrospection, Facebook’s journey underscores the idea that when a vision is powered by genuine intent, resilience, and innovation, it can not only change the course of technology but also deeply intertwine with the fabric of human lives and their experiences.

Facebook’s Societal Imprint: The Good, The Bad, and The Legal

Facebook, or Meta as it’s now known, stands as one of the towering giants in the digital realm. Its influence touches almost every facet of modern life, and with such expansive reach comes a series of undeniable societal impacts, both positive and negative.

Positive Societal Impact

Global Economic Catalyst: Facebook has drastically altered the landscape of global economic activity. By connecting businesses with potential consumers and clients, it has made marketing more accessible and cost-effective. Small businesses, artisans, and even hobbyists have found a global audience, leading to economic prosperity and encouraging a spirit of entrepreneurship.

Sharing Memories: In the age of smartphones and the internet, Facebook has become a go-to platform to share cherished moments. By posting photos, videos, and tagging friends and family, it has made it seamless for people to reminisce about memories, rekindling connections and bridging the physical distance.

Negative Societal Impact

Mental Health Concerns: A dark cloud over the realm of social media, especially platforms as vast as Facebook, is the evident link between its heavy usage and detrimental mental health outcomes. Several research studies have painted a concerning picture, linking excessive social media usage with depression, anxiety, loneliness, and even self-harm or suicidal tendencies.

Political Tampering: The platform hasn’t been immune to controversies, with allegations and evidence of it being used as a tool for political tampering. From the spread of misinformation to the Cambridge Analytica scandal, Facebook has faced criticism for its role in influencing elections and public opinion, intentionally or otherwise.

The Legal Battlefield: Class Action Lawsuit

Amidst the melange of pros and cons, the platform has also found itself embroiled in legal turmoil. A class-action lawsuit, named In re: Facebook, Inc. Consumer Privacy User Profile Litigation, has been brought against Facebook on behalf of its users. The allegations are severe – claiming Facebook shared or otherwise provided unauthorized access to third parties about users and their connections. This includes a vast spectrum ranging from third-party app developers to advertisers and data brokers.

The gravity of these allegations emphasizes the lack of stringent monitoring and enforcement of data access and usage by these third parties. Facebook, now under the name Meta Platforms, Inc., has faced this lawsuit under the vigilant eyes of the Honorable Vince Chhabria of the United States District Court for the Northern District of California.

Despite the allegations and the consolidation of these lawsuits, Meta has categorically denied any wrongdoing or liability.


In reflection, Facebook’s odyssey serves as a vivid testament to the power of vision, genuine intent, resilience, and innovation. Such a combination can not only reshape technological landscapes but also intricately weave into the tapestry of human experiences and emotions. Boasting over 3 billion users, Facebook presents an undeniable resource for business owners and organizations. It allows them to organically tap into an expansive audience and leverage affordable paid options to reach their desired consumers. This journey encapsulates the dual nature of the digital age. While it has undeniably empowered businesses, fostered connections, and championed expression, it also casts a spotlight on the profound responsibility tech giants bear. They must prioritize users’ mental well-being and staunchly defend the pillars of democracy. As we transition to the next segment, we’ll delve into the continued utility of Facebook for businesses and showcase its transformative potential through real-world examples.

Business Optimization on Facebook:

While the digital landscape is constantly evolving, the tenets of a robust online presence often remain consistent. Facebook, despite its occasional tumult, remains a bastion for businesses keen on tapping into its vast user base. A proactive approach, centered around optimizing and enriching a Facebook business page, can create a marked difference in how a brand resonates with its audience. In 2021, I offered to audit a Facebook business page for members of one of our facebook groups. All of this advise still rings true: Here’s a summary.

1. Visually Engaging Imagery:

  • Regularly refresh your profile and cover photos to echo your brand’s current themes or offerings.
  • Infuse important business information in these visuals, such as contact info or promotional details.
  • Use captions not just for clarity, but to engage or steer actions.

2. Responsive Engagement:

  • Always be there; acknowledge comments, encourage sharing and tagging.
  • Set up auto-replies for your messages. Quick responses can leave lasting impressions.  We do this a lot during big events and festivals. Adding the most frequently asked questions as auto replies is a great time saver.

3. Content Curation:

  • Share the love – when you share content from other sources, give them a shoutout by tagging.
  • Lean on visuals – whether it’s vivid photos or captivating videos, let them tell your story. Think about videos to answer FAQs or to give a sneak peek into your operations.
  • Align with the world – time your posts with events or global happenings to remain in sync.

4. Competitive Intelligence:

  • Use the Ad Library to explore ads running across Meta. It’s a goldmine not just to see competitor ads, but also to understand the broader industry’s pulse.
  • Dive deep into ads concerning social issues, politics, or elections. Understanding who’s funding these and their target audience can offer intriguing insights.
  • Utilize Facebook’s page transparency feature. When choosing a competitor for comparison, ensure you’re on a level playing field.

5. Experiment and Adapt:

  • Stay curious. With features like Reels gaining momentum, ponder how they might fit into your brand story.
  • Monitor, learn, and tweak. Celebrate the content that’s a hit and recalibrate what doesn’t quite land.

And hey, while the digital toolbox might be ever-expanding, the essence remains: be genuine, offer real value, and always have your ear to the ground. Facebook’s gigantic user base is not just a statistic; it’s an array of opportunities. Conversations, connections, conversions – it’s all there, waiting for you. Up next, let’s dive into some real-life examples of businesses acing their Facebook game! Shall we?

Facebook Business Page Analysis Exercise (Can be in class exercise and discussion or homework)

For this exercise, we’re going to deep dive into the social media presence of a brand you love or frequently use. Analyzing established brands can provide a wealth of insights for your own social media strategy.

Step 1: Choose Your Brand
Select a brand that resonates with you. It could be one you admire, are curious about, or even critique. Share the Facebook page URL of your chosen brand:

Brand’s Facebook URL: facebook.com/brandpage

Step 2: Profile & Page Essentials
A brand’s cover and profile images are like the storefront of a physical store. They should be inviting, relevant, and in sync with the brand’s identity.

Cover & Profile Image: Does the brand have both? Are they relevant and updated?

Description & Call to Action (CTA): Is the brand’s purpose or offering clearly mentioned? Do they have an active CTA, like ‘Shop Now’ or ‘Learn More’?

Step 3: Community Engagement
Understanding the brand’s follower count and their interaction can provide insights into their community management efforts.

Follower Count: How many followers do they have?

Engagement Metrics: Analyze their general post metrics. Look at likes/reactions, shares, and comments.

Brand Responses: Is the brand actively engaging with its followers by responding to comments?

Step 4: Post Analysis
Choose the brand’s most recent post for this analysis.

Target Persona: Based on the content, tone, and visuals of the post, can you identify which customer persona they are targeting?

Post Enhancement: What changes would you suggest for their post or caption to make it more engaging or effective?

A Personal Note on Privacy

In addition to the intricacies of using Facebook for business, there’s another essential aspect I always emphasize to my students: Privacy. Given the vast amount of personal information and content we share on Facebook, it’s paramount to understand and control who sees what.

If you’ve been away from Facebook for some time, or if during our “Google Yourself” assignment you noticed content from your Facebook profile popping up, it’s a clear sign you need to revisit your privacy settings.

I strongly recommend doing a Facebook Privacy Checkup. It’s a user-friendly tool offered by Facebook to help you review and adjust who can see your posts, profile details, and more. You can find a step-by-step guide here.

Remember, it’s your content and data. Make sure it’s accessed only by those you truly intend to share it with. Privacy isn’t just about safeguarding data; it’s about preserving your personal boundaries in the digital realm.



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Intro to Social Media Copyright © 2021 by Cheryl Lawson is licensed under a Creative Commons Attribution 4.0 International License, except where otherwise noted.

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