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i Facebook Management Models

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 Facebook Management Models

by

Mahmoud Abd Al-Rahman Zaki

(Student id: A00799316)

Thesis Submitted in Partial Fulfillment

of the Requirements for the Degree of

MGMT 8025 Perspectives on Organizations and Their Implications for Leaders

Information Systems Management

Walden University

August 2018

i
 Table of Contents

List of Figures .................................................................................................................... iii

Abstract ...............................................................................................................................1

Overview .............................................................................................................................2

Facebook background ............................................................................................. 6

Facebook SWOT analysis ....................................................................................... 7

Facebook company existence ................................................................................. 8

Facebook diagnostic................................................................................................ 8

Facebook frames ................................................................................................................9

Facebook frames relationships .............................................................................. 12

Facebook Recommendations for improvements ...........................................................12

Conclusion ........................................................................................................................13

ii
 List of Figures

FIGURE 1 - FACEBOOK ORGANIZATIONAL STRUCTURE ..................................................................................................3

FIGURE 2 ("WHATSAPP HITS A MILESTONE AS THE FACEBOOK EMPIRE EXPANDS – README", 2017) .................................4

iii
 1

Abstract

The organization reframing an essential concept for enhancing and managing the

organizations to achieve the planned goals compete in the market and growth of the

organization business (Tsoukas, 2009: 7). The organization needs to concentrate on the

change of the strategic perspectives to make sure that the difference is on the right

progress. The organization-reframing concept helps the management to make sure that

they are right influence towards the available resources. The organization metaphor

provides an effective way towards deciding viewpoints and these viewpoints can transfer

to systems (Mao, Dong, Liu, & Wang, 2014: 1073). Metaphor consists of four frames to

help the strategic management to analyze and understand the organization situations and

find the proper ways to the right understating to achieve the competitive advantages

position between local or international organizations.

Keywords: Facebook, Human Resource, strategic analysis, Organization frames,

organization metaphor.
 2

Overview

The research project designed to analyze the selected organization based on

Bolman ad Deal’s framework and Morgan’s Metaphors for organizations developments

to study the organization through a specific perspective. The study will focus on the

many angles for the organization to present the developed strategies to compete in the

international market and sustain the current situations. The selected organization is

Facebook, which is the most common social media website. The Facebook Company

provides excellent solutions to the humanity such make people communicate with each

other’s, chat features, and business features like marketing campaigns.

“Facebook Inc. (Facebook or "the company") is a social networking platform

which enables users to share ideas, opinions, pictures, videos and other activities.”

(Facebook, 2015). The Facebook Company is supporting the world by many challenges,

which added successfully to the success stories every year, the company shares the social

market presence in well-organized software products and services (Smith, 2010). The

company success story mainly based on human factors since they software delivery based

on qualified resources and management support this by delivering leadership positive

feedbacks. The reasons behind many public and private organizations are the critical

thinking of the solutions in different ways (Nancy, 2013). Facebook employees are

responsible for carrying out the assigned work activities based on a precise description so

they can adequately deliver the events, the company receiving high quality deliverables

and results so they can keep moving toward new success stories.
 3

The Facebook Company developed specific software products, the company

responsible for defining the inputs and outputs from each software; the company

developed organizational frameworks to manage the delivered work (Bird, 2013). The

Facebook Company has a qualified team their responsibility to make sure the delivered

work has no issues and aligned to the requirements, which based on the market needs and

company strategies. The delivered work should have a set of specifications such as

performance measurements to the customer and to the company strategies, the

performance help the company to improve the delivered work and avoid setbacks to

make customers happy. The following diagram represents the Facebook company

organization structure, “The pattern of the Facebook organizational structure is vertical-

based as shown below. The key departments including the Information Security; Business

Development; Marketing Center; Finance Center and Engineering. All of these main

divisions have some sub-groups.” ("Facebook Organizational Structure", 2018).

Figure 1 - Facebook Organizational Structure

 4

Facebook Company has seven subsidies, 1) Facebook, Instagram, 3) WhatsApp,

4) Facebook groups, 5) Facebook Messenger, 6) VR/AR Virtual reality formally oculus

and 7) Connectivity, the following picture represent each subsidiary with some users

Figure 2 ("WhatsApp hits a milestone as the Facebook empire expands – README", 2017)

Facebook Company provide online services to people worldwide with a high level

of standards that match the people needs and expectations. The organization environment

factors helping employees to work and produce worldwide software’s, the environment

elements like modern food court, tennis playground, TV rooms, and unique places to

sleep at work, Facebook employees can communicate with Mr. Mark and see him every

day so they are feeling having a good connection with the social media guru worldwide.

Facebook employees have to make sure that the delivered work activities based

on management planed document, the work must have the same planned inputs and

outputs. The company can make sure of the given work weakness at any stage of the

project or after providing the project; the management team can take preventive actions
 5

and corrective actions to the offered work to give the plan based on the agreed

requirements.

The working environment patterns at Facebook Company are good and going to

be better because the employee’s culture and expectations always met by the

management, so they feel freedom inside the company and deliver the assigned work in

excellent outcomes (Jones, 2009). The company is applying subjective and personal

expectation’s strategies for the employees to reduce the stress levels. The products

sometimes are under development and the customer they can use the provided

functionalities and give their feedback to the offered work so that the company can

enhance the features before final launching.

The Facebook Company developed a clear strategy for the employees by

providing a transparent governance process to make sure that the employees are working

correctly. The second strategy at Facebook is innovation because they are offering a new

generation of the provided software’s to the customers like Facebook chatting features,

and Messaging features ("What are the Facebook Products?", n.d.). The research analysis

paper will show the Facebook organization performance the assigned tasks to the

employees carried out accurately so that the company can make sure that there are no

issues.

The organization metaphor framework models designed to make sure the

organization has the definition for each department and activities. “A theoretical and

methodological pluralism which allows the development of new perspectives for

organizational analysis suggestion.” (Morgan, 1980). The change management is part of

 6

the organization metaphor which can monitor changes are made to make sure the changes

are computable to the defined work. The organization local and international rank

determined by the value of the delivered work.

The company-evaluation defined by the developed principles and strategy, the

organization deliver work can see from a different viewpoint on the performed tasks. The

viewpoint strategic perspective is part of the performance management, which designed

to make sure the offered work at the right way. The following topics will analyze the

company competitive advantages.

Facebook background

The Facebook company primarily based on technology and it provides social

media network with many features like personal pages, desktop and mobile platform for

all users, generate online marketing, news and feeds, search capability for people and

pages, and development tools for developers like API’s (Storey, Treude, van Deursen &

Cheng, 2010: 359). “The company's service primarily targets users, marketers, and

developers. Facebook enables marketers to engage with its MAUs based on information

they have chosen to share with Facebook such as age, location, gender, or interests.”

(Facebook, 2015). The company believes that the customer is always right and deserve

the best products and services.” Social media holds enormous potential for companies to

get closer to customers and, by doing so, facilitate increased revenue, cost reduction and

efficiencies” (Heller Baird & Parasnis, 2011). The company has the world first rank in

social media and customers are admire of the presented services and information’s, and
 7

thus an indicator for the performance management of the company that the designed

goals achieved.

“To successfully exploit the potential of social media, companies need to

design experiences that deliver tangible value in return for customer’s time,
attention, endorsement and data.” (Heller Baird & Parasnis, 2011).

Facebook SWOT analysis

The company has an existence in the world market and sharing the big part of the

worldwide market income, the company has a set of strength and weaknesses, the

following table represents the SWOT “Strength, weakness, opportunities, and threats” to

the Facebook company.

Strengths Weaknesses
- Increase the number of users - The reliance on
- The number of users contribution advertisements
increased
Internal
- Advertisement increased as the
number of users and engagements
increased
- Strong financial
Opportunities Threats
- US market depends on the digital - High competition between
advertisement social media websites
External - Mobile advertisement increased - IT security threating the
- Mobile applications increased and company like malware and
the need for advertisement spamming.
increased
 8

The SWOT analysis shows that the needs for advertisement increased due to the change

from ordinary ad such as TV, and newspapers exist but not like before. Customers they

are looking for new technology because they can send their marketing campaign for

advertising for a specific product of the company without human interactions and lower

prices compared to the original marketing style.

Facebook company existence

The Company has a presence in the international market with a competitive

position and the company enhancing the place to keep itself the number one in social

networks. The company believes that the future is coming to towards them and generated

by the qualified team. The most important strategic directions are to enhance the

customer experience to manage customer’s retention innovatively. The company acquired

and established many companies to improve the provided services like Facebook AI

Research (FAIR), Internet.org, FB Techwire for journalists, Instagram, WhatsApp,

LiveRail, Oculus VR, Atlas Advertiser Suite (Atlas), and Instagram (Facebook, 2015).

The company existence determined by the management expectations and help from the

innovative employees who responsible for presenting the assigned activities in a

professional style.

Facebook diagnostic

“Enterprises generally design three kinds of governance mechanisms: (1)

decision-making structures, (2) alignment processes and (3) formal communications.”

 9

(Weill & Ross, 2005: 28). The company developed strategic processes for all departments

so they can deliver the assigned work, communicate, escalate, and solve coming issues

through these processes with a minimum effort and exceptional outcomes. The strength

of the company can get ideas from the market, people worldwide or from the competitors

to enhance the provided services. The company strive forward the delivered value rather

than providing services and products with limited or no costs like people benefits and

share in the marketing income.

Facebook frames

Facebook as an organization has a set of organization management frames; I will

explain the selected two frames, which are symbolic frame and metaphor and human

resources management frame. The chosen organization frames will present the company;

the structures will have the required knowledge to support the study. The managers

involved in the phases of management processes and plans to manage to carry out and

monitor the progress of the work from the initiation phase to the closure phase.

The project management office responsible for managing the project and deliver

the work as agreed on between management and accountable employees. The assigned

work accomplished by the project manager and the consultant inside the company, the

consultant or enterprise architecture responsible for the whole orchestration of the project

from the strategic level. The work assigned based on the specialization and workload of

each employee, the workload assessed by the number of line per code and other

methodologies. The project divided into teams, each team has a leader responsible for
 10

managing his employees to deliver the assigned work with the agreed company and

project metrics.

Facebook Company deliver different project and activities, which assigned to

company employees (Armstrong, 2013). The assigned work for each employee has to

complete and give to the team leader after getting the acceptance from the quality team

and make sure that the delivered activities are matching the scope and organization

criteria. The performance management team help the organization to monitor the

delivered work from the provided value, which aligned with the origination strategy.

The quality team responsible for reviewing the delivered work and according to

the work they decide that that performance of the employee needs attention or not.

“Performance management systems are the key tools that can be used to transform

people’s talent and motivation into a strategic business advantage.” (Aguinis, 2013). The

project manager and the technical team can redistribute the assigned work to another or

describe the assigned work so the employee can deliver the work in the agreed criteria.

Delivering high-quality results from employee the primary delivery criteria is

make sure that the offered work based on employee knowledge area and organization

metrics. The organization quality and symbolic frame will provide a not complete image

for the assigned employee responsibilities and activities. “The symbolic frame focuses on

how humans make sense of the chaotic, ambiguous world in which they live.” (Bolman

& Deal, 2017). The employee personal and professional skills are essential for employee

organizational responsibilities; the importance relies on achieving the organization

developed strategic directions and plans.

 11

The human resources management organizational frame for the Facebook

Company considered the central strategic perspective for the organization. The employee

inside Facebook living in a multicultural and the company respect this for delivering the

right services to the market. “Facebook which offers four months of paid leave to all

employees is a leader in this regard, Sheryl Sandberg.” (Zarya, 2018). The employees are

involved in the project activities so that they can propose their feedback due to their

relationship with the management, customer expectations since they are also a customer

to the company and their experience at the same field (Reinecke, Vorderer & Knop,

2014). The involvement makes sure that the organization can enhance the obstacles in

front of the employees and make the living environment and experience more

comfortable so the company can keep itself at the first rank.

Social culture and empowerment are crucial for the employee performance and

the organization success. The employee will make sure that his performance is within the

acceptable limits in all involved activities. The performance result for each employee

considered an indicator of his personal and professional activities, so if there are any

action should take to enhance employee performance. Performance management will

help the employees to improve their personal and professional skills positively.

“Enhanced employee performance is one avenue of reciprocation, and equity theorists

have demonstrated a positive relationship between outcome fairness and performance”

(Konovsky & Cropanzano, 1991). The results of enhancements will make sure that the

organization is achieving goals correctly.

 12

Facebook frames relationships

The organization frames Facebook inter-connected to make sure that the

organization frames are connected and working correctly to ensure that all delivered

activities delivered in a positive, organized and professional way. The excellent result

described as given work without or minimum issues, the employees and company

management feels that they are responsible for providing this result for the company

improvements and to business sustain. “Efficiency and cost-related aspects are addressed

as well as customer issues, sustainability-oriented innovation capabilities, and societal

‘non-market’ issues.” (Schaltegger, Lüdeke-Freund & Hansen, 2012). The performance

management department is responsible for monitoring the organization to make sure that

the delivered project, all project activities, organization department aligned to the

organization strategy and achieving the planned goals, so the results are excellent and

supporting customers positively. The performance reports indicate the low-performance

perspectives to enhance them in strategic plans, based on the strategic views of the

organization's vital aspects such as human resource or technological standpoint.

Facebook Recommendations for improvements

The improvements are responsible for enhancing the organization from the

weakness and opportunity perspectives; the company should make sure that its ready for

increases in every angle. The upgrades have to be defined explicitly for the organization

perspectives so the road execution map plan ready for implementation from all

responsible persons. The improvement plan consists of sub plans, and each project has a
 13

set of activities to achieve, the primary goal of improvements is to deliver services and

products professionally. The growth has to include the technical perspectives to help the

customer such as chat features positively, enhance mail, event management should

consist of additional features like time (Schroeder, 2018).

The executive manager's operations managers and financial managers have to

make sure that they are involved in the plans for the responsible departments and the

organizational frames to make sure that they aligned to the business strategy, the primary

result of these plans is business growing and business sustain.

The organization strategy of human resource management has to consider team-

working culture and activities; the employee inside the organization has to make sure that

the assigned activities are delivered as the agreed requirements from the management and

make sure initially and with the responsible team that there are no critical issues. The

administration determines the risks management plans which consist of opportunities,

which we can take it to eliminate coming risks.

Conclusion

The paper designed to study the Facebook Company from two organizational

perspectives. The company decided to treat the customers as the primary care, so this

made a challenge to them to enhance then provided services and manage the performance

of the employees of the company to get the best results. The enhancement to the offered

services like the Facebook search engine, Messenger new functionalities, news feed new

innovative updates and more. The metaphor used widely in Facebook Company and
 14

organization frame model for making sure that the assigned activities identified and

performed and there are no threats to the provided services, especially to the customer.

The performance management makes sure that the developed activities and plans aligned

to the organization strategy, and this is communicated directly with the results of the

employees inside the company and decide whether there are risks and find the best

framework and plans to transfer or eliminate these risks. The organization management is

crucial to involve in the strategic plans and the operations plans of the response activities

and respond to them to make sure that the actions appropriately defined and distribute

these activities to the right people based on the performance management

recommendations and employee specializations. These requirements have to determine to

work in professionalism and aligned to the strategies of the organizations to make sure

that the delivery aligned and meets the customer expectations.

 15

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Appendix 1.0

BIOGRAPHY

Student Mahmoud abd al rahman zaki

I am a native Egyptian; I live in Saudi Arabia since 2007. In 2016, I joined one

from the best national private organization as an IT consultant with one from the

governmental organizations to help them at many IT and strategic management.

I am an expert in Information’s systems, project management, and strategic management

consultant with over 15 years of experience in the software industry, IT consultation,

business analysis, system analysis, systems integrations, strategic management analysis

and strategic management performance management.

My previous experience in leading success stories with big companies in the Middle East,

and I have an excellent project management skill to lead significant programs. I have

experience in the leadership skills to lead small team or medium groups. I had lead

projects from failure to success in many occasions.

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