Objectives of knowledge management

5 
Improve ad products.
With the IPO this is a vital aim 
for Facebook, but it has to be balanced against the 
other elements of the strategy, particularly number 
2 above. Facebook states: ‘Our advertising strategy 
centers on the belief that ad products that are social, 
relevant, and well‑ integrated with other content on 
Facebook can enhance the user experience while 
providing an attractive return.’
6 
Build a scalable infrastructure.
Facebook describes 
its investment in software and hardware infrastruc‑
ture that enables their aim to provide a ‘unique, per‑
sonalized experience to each of our users around 
the world’. To do this, Facebook explains its tech‑
nology investments as focussing on analytics and 
development in areas including content optimisation 
and delivery, graph query, media storage and serv‑
ing, large‑ scale data management, and software 
performance.
Facebook’s competitors
Although it seems curious to think of a company as 
large as Facebook having competitors, it has new global 
rivals and local rivals. It mentions: Google+, which 
Google has integrated with certain of its products, 
including search and Android, as well as other, largely 
regional, social networks that have strong positions in