Critical internet analysis and ecosystem map of Facebook


Facebook is an international internet networking company that was founded by Mark Zuckerberg and his roommates. It is a social media site with different components which play a significant role in involving the users. It is a web site that allows people to post information about themselves, their photos, and the locations where they are, and also allows them to chat privately with their friends. The company has attracted millions of users since it was launched in the year 2004, and has become a global public company with billions in revenue and holdings.

Figure 1: Facebook history (source:

Facebook has been identified to be one of the platforms that greatly impact the extent to which people share personal information. It has also impacted corporations as they engage in the marketing of their products and services, and has significantly enhanced distribution of information meant to promote education to the people, create channels of entertainment and promote health. It is from the analysis of the company history that a profile will be provided, explaining how Facebook has enhanced transformation of the economic, political, and social web platforms. This will primarily focus on the impact that the internet has on the services provided by Facebook. An ecosystem map will also be provided to explain the interdependence of the Facebook company with other technology companies to explain how the internet has transformed the interactions and communications between the users.

Politics of the internet and internet technologies

The internet has created a platform where citizens are given an opportunity to become independent with their thoughts, ideas, and opinions. This has significantly impacted the extent to which citizens engage in political networks. Alhabash and Ma (2017) explain that in promoting political environments, internet end users have to create and maintain personal online relationships as well as professional relationships, with the intention to ensure that they adapt to the popularity of the media in promoting the most important aspects related to political governance and promotion.

Towards enhancing political democracy, Facebook has provided a platform where people can easily communicate and share information. Political leaders often use Facebook to attract young people and share any kind of information. They also create certain kinds of discussions, on the basis that citizens will have to share information and provide their opinions and feedback. This, according to Campante, Durante, and Sobbrio (2017), is a strategy that has been used for engaging the public in online political participation, the politicians taking advantage of the internet to get information to and from the citizens.


Figure 2: Political presence on Facebook (source:

Some of the challenges that Facebook has been facing in the struggle to maintain its position in the technology industry is the fact that the platform is sometimes used to frame positions that may affect the public. For instance, Facebook was in 2017 accused of misinforming the public about the Brexit referendum. This is an aspect that brought about criticism of the company, and Mark Zuckerberg had to clear the company’s name by explaining the ambiguity experienced during that time. This is one of the aspects that increased the degree to which other companies were making an impact on the industry, more especially for the end users. From the evaluations of such challenges, Lilleker and Bonacci (2017) in their study conclude that Facebook audiences should be critical about how they use the internet and the information they consume because it all has significance in the political environment as well as the social and economic situation of a country, and also the development of the company and its brand.

Economics of the internet and internet technologies

The economics of the internet can be evaluated from the perspectives of different enterprises that have emerged to compete in the internet world. These enterprises rely on internet technologies to ensure that they create a channel of communication where all people, enterprises, and corporations work towards accomplishing their own goals and objectives (Weedon, Nuland, & Stamos, 2017).

Figure 3: Facebook’s dominance in the business world (source:

To explain the economics of internet technologies, for example, there is a need to consider one of the main Facebook components that have been geared towards ensuring that people exchange information in the most easily and effective way. Messenger, an operationalization Facebook platform, has improved its functioning in a way that has enhanced transactions between corporations and people in the global environment. This, according to Nieborg and Helmond (2019), is a Facebook component which is used by mobile phones to enhance the business dimension promoted by the internet site. Messenger is one of the evolutions realized by Facebook, and this has greatly changed the company’s infrastructure, especially regarding the kinds of services it provides to end users. Corporations therefore have used Messenger as part of the internet technology that has enhanced distribution of information to their audiences, and this has had significant impact on corporations’ advertising.

Figure 4: The popularity of Facebook Messenger and its business application (source:,

From this, it is clear that Facebook is able to provide a better environment for all channels of economic development, especially in the platforms that are configured to enhancing user interaction and connection (Plantin et al., 2018). This is an aspect that has enhanced growth and power, through which relationships are established and developed. Facebook, in its success in promoting the economic environment, has geared towards ensuring that it partners with innovators to enhance the development of other services. This is an attribute found to be significant in enhancing transformation, and this has also made it possible for the company to capture the attention of audiences in different markets. These are important issues, significant in explaining the ecosystem map that determines the extent to which Facebook is able to operate in the social media environment to promote interaction and connectivity.

How Facebook has impacted the social world

Facebook has enhanced the nature of interactive communication among people throughout the globalized world. Facebook is a company that was established to enhance the culture of technology, and it is as a result of this that people engage in the development of social institutions where they get to develop ideas and values that are part of the process by which social interaction is enhanced. It is through this that Facebook has provided a platform where real people can become connected, and through this, they get to construct a networking society (Hoffmann, Proferes, & Zimmer, 2018).

With the use of the internet, people have been able to produce digitized information, which is distributed on social platforms for other people to consume and use. This has greatly transformed social communication between people, thus resulting in the development of different people’s perceptions, which greatly influences the nature of people’s living in the current world. In this regard, it is important to identify internet use by society to be a technology aspect that gives people the freedom to become open on everything they wish, as well as ensure that they contribute to the development of a global community (Weedon, Nuland, & Stamos, 2017). This has influenced the nature of people’s living, especially as regards aspects related to the development of unique kinds of behaviours and social structures that orient people to different network societies (Clark, Algoe, & Green, 2018).


Figure 5: Facebook as the social accelerator (source:

The internet, according to Nowland, Necka, and Cacioppo (2018), combines online and offline interactions between people, and this greatly influences the degree to which people become sociable. The internet has become the basis on which people become more social and happy. This is because it provides a platform where people can empower themselves and others towards improving their general social well-being. It is through this that companies like Facebook have been able to bring about a new culture in the social life of their consumers, thus showing the impact that the media has on society.

Facebook’s ecosystem map

Facebook is interdependent with other companies, all of which operate in social spaces to enhance communication between users. This section will provide an ecosystem map, which has been identified as one of the ways through which the business environment is understood. A review and analysis of Facebook will be provided in comparison with other internet companies that have influenced the internet and the technology industry. Chang et al. (2015) explain how information use has been changed within the technology environment where different social media sites are developed to share different kinds of information. This, as shown below, creates an impact in explaining issues of advertisements and public involvement in media communication.


Figure 6: Facebook’s digital ecosystem (source:

In order to make Facebook better than the other internet social media sites, the management and technology gurus have been involved in the transformation process by making sure that the site is often updated to meet the current needs of the users. The updates have resulted in Facebook being identified as one of the social media sites that have enhanced use of the internet in drastically changing the nature of businesses, communication between citizens, and the political environment as well. Facebook has been working towards making sure that the site enhances media connection in the most favourable ways. This has been done by using the internet to transform the manner in which the company operates, with the intention to secure the best alternatives to enhance Facebook’s interaction with the wider ecosystem.

According to Alhabash and Ma (2017), all the communication networks that compete with Facebook have an influence on the perceptions that enhance interactions among end users, and they all have certain values that are brought about by the information or content that is shared by those users. Facebook, being one of the popular social media sites, competes with Twitter, Instagram, LinkedIn, and Snapchat. These are most popular international sites, but there are still others that have gained local popularity in different countries. The impact that these other sites have on Facebook is significant, and thus they will help in explaining the ecosystem map, which is the basis on which media information is created for consumption and use by end users.


The internet has been found to have specific impacts on the political, economic, and social digital environments. These impacts have changed the nature of communication, and the global world has relied heavily on the web to enhance development in political, economic, and social networking. The media has influenced how political leaders relate with citizens, and the internet sites that enhance social media have been found to have significance in determining how the world engages as regards interaction and connection among people. Facebook, being one of the most popular social media sites that have enhanced use of technology in information sharing, has greatly impacted the nature of human interactions. This has subsequently had an impact on the choices that people have made towards identifying the internet technology that has political, economic, and social impact.




Alhabash, S., & Ma, M. (2017). A tale of four platforms: Motivations and uses of Facebook, Twitter, Instagram, and Snapchat among college students? Social Media+ Society, 3(1). doi: 2056305117691544.

Campante, F., Durante, R., & Sobbrio, F. (2017). Politics 2.0: The multifaceted effect of broadband internet on political participation. Journal of the European Economic Association, 16(4), 1094-1136.

Chang, C. C., Hung, S. W., Cheng, M. J., & Wu, C. Y. (2015). Exploring the intention to continue using social networking sites: The case of Facebook. Technological Forecasting and Social Change, 95, 48-56.

Clark, J. L., Algoe, S. B., & Green, M. C. (2018). Social network sites and well-being: The role of social connection. Current Directions in Psychological Science, 27(1), 32-37.

Hoffmann, A. L., Proferes, N., & Zimmer, M. (2018). Making the world more open and connected: Mark Zuckerberg and the discursive construction of Facebook and its users. New Media & Society, 20(1), 199-218.

Lilleker, D. G., & Bonacci, D. (2017). The structure of political e-expression: What the Brexit campaign can teach us about political talk on Facebook. International Journal of Digital Television, 8(3), 335-350.

Nieborg, D. B., & Helmond, A. (2019). The political economy of Facebook’s platformization in the mobile ecosystem: Facebook Messenger as a platform instance. Media, Culture & Society, 41(2), 196-218.

Nowland, R., Necka, E. A., & Cacioppo, J. T. (2018). Loneliness and social internet use: Pathways to reconnection in a digital world? Perspectives on Psychological Science, 13(1), 70-87.

Plantin, J. C., Lagoze, C., Edwards, P. N., & Sandvig, C. (2018). Infrastructure studies meet platform studies in the age of Google and Facebook. New Media & Society, 20(1), 293-310.

Weedon, J., Nuland, W., & Stamos, A. (2017). Information operations and Facebook. Retrieved from https://fbnewsroomus. files. wordpress. com/2017/04/facebook-and-information-operations-v1. pdf.

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