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Value proposition

In 2013, the Facebook mission is simply to ‘make 

the world more open and connected’. Previously, 

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Chapter 1 Introduction to digital business and e‑commerce

Facebook described itself as ‘a social utility that 

helps people communicate more efficiently with their 

friends, family and coworkers. The company devel‑

ops technologies that facilitate the sharing of infor‑

mation through the social graph, the digital mapping 

of people’s  real‑  world social connections. Anyone 

can sign up for Facebook and interact with the people 

they know in a trusted environment’.