As many of you have probably noticed Facebook is changing recently e.g. with a new layout. They would not be Facebook if there was not another idea behind it for making business and I think I got an idea today when I came across this article about Heineken trying to build a profitable retail branch online on it's Facebook fanpage.
They will be selling Merchandise and plan to use the interactive approach of Facebook to let people decide what they want to buy. A good idea since it is constant market research and cheap as well, because they will clearly produce and sell on demand.
With this strategy comes also a revamp of the global website and their youtube channel, and of course everything will be connected. A standardization of global brand appearance is planned as well.
Do you think this will work out? There are some interesting theories about convergence and divergence in global communication from Marieke de Mooji. I can highly recommend to look out for her papers and read them (use infolinx, especially warc or google scholar).
This is certainly an interesting case study to look at and see how it is developing.
Also from the perspective of Facebook becoming more and more an all-rounder in terms of internet use and has extended its function as a social network.
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