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Facebook’s strategy

Facebook describes the key elements of its strategy in 

its SEC filing as:

1 

Expand global community. Facebook names spe‑

cific ‘relatively  less‑  penetrated, large markets’ such 

as Brazil, India, Mexico and Japan.

2 

Develop social products to provide the most 

compelling user experience. As with many SEC 

filings of successful Internet businesses, there is a 

clear commitment to user experience. Facebook’s 

approach is based on Insight: ‘To provide the most 

compelling user experience, we continue to develop 

products and technologies focused on optimizing 

our social distribution channels to deliver the most 

useful content to each user by analyzing and organ‑

izing vast amounts of information in real time.’ Smart 

Insights (2012) quotes Andrew (Boz) Bosworth, who 

is the Director of Engineering at Facebook, as saying:

Every day, we run hundreds of tests on Facebook, 

most of which are rolled out to a random sample of 

people to test their impact. For example, you may 

have seen a small test for saving newsfeed stories 

last week.

Other products might require network effects to be 

properly tested, so in those cases we launch to eve‑

ryone in a specific market, like a whole country.