Impact Factor : 6.225 
PAPER ID:IJIM/V.2(V)/ 134-139 /23
AUTHOR : Harman Preet Singh
TITLE: STRATEGIC ANALYSIS AND SECURITY ISSUES OF SOCIAL MEDIA SERVICES: A STUDY OF FACEBOOK
ABSTRACT: Social media is playing a prominent part in people’s lives now-a-days. Facebook, YouTube, Instagram, Google+ etc. have emerged as the popular social media websites. Since its inception in 2004, Facebook has emerged as the most popular social media website. In this research, strategic analysis of most popular services provided by Facebook was carried out by using BCG matrix. The data of relative market share and market growth rate was used to plot bubble chart in Microsoft Excel. The analysis using BCG matrix shows that Facebook should minimize its investments in internet advertisements and instead increase its investment in mobile advertisements. Facebook should try to hold its position in the games segment and rebrand its gifts segment. In order to provide its services effectively, security issues faced by Facebook should be effectively managed. The security issues faced by Facebook include privacy, information sharing with third parties, identity theft and children security. In this research, model has been proposed to manage the security issues faced by Facebook.
KEYWORDS: Social media, BCG matrix, strategic analysis, security issues