Abstract

Facebook is currently the largest social network site, with over 800 million users worldwide- and over half of its users are in a Facebook group with the average user connected to over 80 community, group, pages, or events. Facebook has made many changes throughout its inception and while this should be viewed as progress and improvements to the system, those who rely heavily on Facebook as a communication tool for their business must quickly learn how to incorporate and understand this evolvement. While the average Facebook user has 130 friends, we interviewed event/club promoters in Taiwan who have at least 5,000 connections and had daily Facebook interaction. We analyzed the qualitative data to summarize the main concerns of this specific group who rely on Facebook for their business. The findings show that Facebook is very important and has been very beneficial for the event/club promotion industry in Taiwan as they utilize a variety of resources and ingenuity to implement change as well as benefit from change. While there may be initial negative feelings towards change, the promoters understand the nature of the business and will continuously adapt to progress. This research is unique because it focuses on the perspective of the business (promoter instead of the individual user) and is useful for those organizations that rely heavily on Facebook as one of their main sources of marketing and communication tools.

Key words: Facebook, communications, marketing, promoters, change.