Facebook

Myspace, Twitter, etc. Development of social networking websites verified the “Six Degrees of Separation” [13]. It is the theory that everyone is six or fewer steps away, by way of introduction, from any other person in the world, so that a chain of “a friend of a friend” statements can be made to connect any two people in a maximum of six steps [15]. This concept was originally set out by Frigyes Karinthy in 1929 and popularized by 1990 play written by John Guare.

Social media play a crucial role in recent social movements. There were some revolutions or movements led by young adults across the globe through Internet [16], [17], [18], [19], [20], [21], such as the Arab Spring, the Indignados protest in Spain and the Occupy Wall Street movement in North America. These movements

highlighted the particular role of digital social media networks and its contribution to the facilitation of protest movements [22]. In [22], they think that social media have been a crucial factor in the prolongation and success of this civil movement. They indicate that another important factor for protestors to use social media was the mistrust in the traditional media [22].

2.3 Facebook

Facebook is a social media website and social networking service. The Facebook website was launched on February 4, 2004, by Mark Zuckerberg [24]. Facebook is a very successful social media website and it is also the most popular social networking platform worldwide. Facebook’s users can create profiles, update status, publish posts, and share photos and videos on their walls [1]. There have been many studies regarding Facebook, while most are concerning the structures and dynamics of the social networks [1].

According to a study in 2015, 63% of the users of Facebook or Twitter in the USA consider these networks to be their main source of news, with entertainment news being the most seen [25]. Facebook and Twitter are the most popular social

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networking platforms. According to the Diffen website report [23], we do a summary table to compare Facebook with Twitter in Table 1.

Table 1. Facebook versus Twitter

Facebook Twitter

Brief It is a popular free social networking website that allows registered users to create profiles, upload photos and video, send messages and keep in touch with friends, family, and colleagues.

It is a free microblogging service that allows registered members to broadcast short posts called tweets.

Features Facebook features include Friends, Fans, Wall, New Feed, Fan Pages, Groups, Apps, Live Chat, Likes, Photos, Videos, Text, Polls, Links, Status, Pokes, Gifts, Games, Messaging, Classified section, upload and download options for photos.

Tweet, Retweet, Direct

Messaging, Follow People and Trending Topics, Links, Photos, Videos

Registration Required Required

Upload

2 billion monthly active users (2017)

319 million monthly active users (2016)

Number of users in Taiwan

18 million monthly active users (2017)

-

Founded by Mark Zuckerberg Jack Dorsey

Post update Yes Yes

Play games Yes No

Users express approval of content by

Like, Share "Retweet" or "Favorite"

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Languages Available in 140 languages (2016)

Available in 29 languages (2016)

Employees 12,691 (2015) 3,628 (2015)

Reblog posts Yes Yes

Yes Either public or private

Post length Unlimited 140 characters

Edit posts Yes No

382,000 Facebook likes 350,000 tweets

As of 2017, Facebook had 2 billion monthly active users all over the world.

Facebook is a very successful Web2.0 website. It is an online social networking service website, founded by Mark Zuckerberg with Andrew McCollum and Eduardo Saverin. “The Facebook” was launched on February 4, 2004, when Mark was a Harvard student [26]. The website had initially limited the membership to Harvard students but later expanded it to colleges in the Boston area (i.e., MIT), Stanford University, New York University, Northwestern University and the Ivy League in the following two months [26]. In 2005, the students at various other universities were also invited, and later to any student whose e-mail address is registered in any

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university of the global is allowed to register. Facebook was originally from the directory of high school when Mark was at Phillips Exeter Academy, admitted in his junior year like the other students of the school, he got the student directory. “The Photo Address Book” (contain the photo and address for each student), named for the student directory, which students referred to as “The Facebook” [26]. Such photo directories were an important part of the student social experience at many private schools like Phillips Exeter Academy. It is working now. This “Facebook” has become an important resource for students to contact each other. This is the same with

Facebook website nowadays. It even created a social culture before the birth of Internet, this social culture is driven by the student directory, and it is also consistent with the spirit of Web 2.0. Since 2006, anyone who is at least 13 years old was

allowed to become a registered member of Facebook, though the age requirement may be higher depending on applicable local laws.

At present, Facebook has become the world’s largest SNS. If you use the Internet, you are increasingly possible to use Facebook. It is the second-most-visited website, after Google, and Facebook had 2 billion monthly active users worldwide as of 2017 [26]. According to Facebook reported, a monthly active user is a registered Facebook user who logged in and visited Facebook through their website or a mobile device, or used their Messenger app, in the last 30 days as of the date of measurement. This platform is also the most popular social network worldwide. Facebook’s users spend an average of 20+ minutes per day on the social network, liking, commenting, and scrolling through status updates, according to analysts from Needham, citing

comScore data in 2015. Therefore, many enterprises are using Facebook to implement marketing activities product or service sales and enhance brand image [27], [28].

Although 20+ minutes is the global average, people in America spend much more time than that, according to Facebook’s internal information. In 2014, Facebook’s CEO Mark Zuckerberg said that the average US user spends 40 minutes on Facebook per day. In accordance with the result of a study commissioned by analytics firm Verto

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on Search Engine Journal website, Facebook’s 222 million monthly users in the U. S.

spend an average of 14 hours each month within the company’s mobile app. From the above description, our research dataset from Facebook is more representative than others’ SNS.

Unlike just about any other website or technology business, Facebook is

profoundly, centrally, about people [26]. It is a platform for people to get more out of their lives; it is a new form of communication [26]. Facebook's service is constantly updating. It provides many functions on the website. It allows a user to add friends, send messages, and update personal profiles to notify friends and peers about themselves [14]. Users can post information about themselves ranging from their occupation to their religious and political views to their favorite movies and musicians. On this profile, both the user and their ‘friends’ can post web links, pictures, and videos of interest. Further, Facebook also offers the facility to send private and public messages to other users and even engage in real time instant messaging [29]. Facebook users can also form and join virtual groups, develop applications, host content, and learn about their interests, hobbies, and relationship statuses through users’ online profiles.

Furthermore, News Feed was announced on September 6, 2006, which appears on every user's homepage and highlights information including profile changes,

upcoming events, and birthdays of the user's friends. News Feed was more than just a change to Facebook. It was the harbinger of an important shift in the way that

information is exchanged between people [26]. When you wanted to get information about yourself to someone until now, you had to initiate a process or ‘send’ them something, as you do when you make a phone call, send a letter or an email, or even conduct a dialogue by instant message. Facebook provided many friendly tools for users. Therefore, Facebook has become a way of life. You can instantly communicate with old high school friends or peruse your neighbor's vacation photos. Its wide variety of picture, video, advertising and security features will keep this social media

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service at the top for the time being. In summary, the three core of the Facebook experience centers on users’ ability to (1) post self-relevant information on an individualized profile page, (2) link to other members, and (3) interact with other members [30].