Facebook Social Networking

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Facebook’s audience member, especially the people who are not good at social intercourse. Watkins (2009) has done a research about internet addiction and found most people who are addicted to internet feels lonely and isolated in real life. Park and Kee (2009) pointed many respondents expressed that they use Facebook because of develop career, peer pressure and want to be cool. Another research (Valenzuela and Park et al. 2009) showed that most students regard themselves as parts of Facebook and feel proud to tell people they have a Facebook account. One problem should be noticed that these three researches all published in three years ago when Facebook was not as popular as now. With Facebook developed dramatically, people do not regard having Facebook account as something special. The purpose which feel proud or to make themselves look cool is not exist. However, self- status seeking is still a significant need. It is mainly satisfied by friend number and comment amount in every statue.

Finally, information gratification is another significant purpose for people Facebook usage. Raacke and Bonds-Raacke (2008) revealed that 33.7% college students use Facebook to learn information about events, and 10.9% students use Facebook for academic purpose. Another research also find 10% audience regard seeking information as the most important reason to use social networking sites. Expect that, 6.5% users think debate is their main purpose to use Facebook. It is also a kind of information purpose, audience members attempt to know different people opinion about one topic and debate about it (Brandtzæg and Heim, 2009). Facebook has a huge number public pages, ordinary people can via comment function to communicate with celebrities, organizations and companies. By searching key words, people can easily find relevant information about some event, and know different opinion from the comment. They can even debate with other users. Facebook questionnaire app’s also supply useful academic support to its college students users.

In conclusion, the relationship between Facebook and their audiences is interactive. The Facebook satisfy audience need from socializing, entertainment, self-esteem seeking and information. At the same time, the audience demand influence the advertisement activity and product design of Facebook. Generally, different people have difference needs in Facebook using, and users always have more than one demand. Because of individual different, in some cases, the audiences would not achieve expected object. The overuse of Facebook could have a negative effect on demand satisfaction.

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