Case

Study
“META”
BY SHIVAM SOMANI
21123016
Introduction
Meta, formerly known as Facebook, is a social media and technology company
founded in 2004 by Mark Zuckerberg. Its main objective is to connect people and
build community, allowing individuals and businesses to communicate, share
information, and build relationships across the globe. Meta's platforms include
Facebook, Instagram, WhatsApp, and Messenger, which collectively reach billions of
users worldwide.
In addition to social networking, Meta has also expanded into other areas such as
virtual and augmented reality, e-commerce, and digital payments. One of Meta's
current objectives is to develop the metaverse, a shared virtual space where users
can interact in a three-dimensional world with social and economic structures similar
to the real world. The company sees the metaverse as the next generation of the
internet and a new frontier for social interaction, entertainment, and commerce.
Meta's mission is to bring people closer together and create a
more connected world. The company aims to achieve this by
providing innovative and user-friendly technology that enables
people to communicate, share their experiences, and express
themselves in various ways. Meta's platforms allow individuals
and businesses to connect with each other, share content, and
engage in conversations, making it easier for people to stay
connected and informed.
people to stay connected and informed.
 History & Origin
Meta, formerly known as Facebook, was founded by Mark
Zuckerberg, Dustin Moskovitz, Eduardo Saverin, Andrew
McCollum, and Chris Hughes in 2004. At the time, Zuckerberg
was a sophomore at Harvard University, where he launched a
website called "thefacebook.com" from his dorm room.
The website was initially designed as a social network for
Harvard students, allowing them to create profiles, connect with
each other, and share information. Within a few weeks, the
website had gained popularity among other universities,
prompting Zuckerberg and his team to expand its reach.
 History & Origin
In 2005, the company was renamed "Facebook" and began to attract investors and
advertisers. The platform quickly grew in popularity, reaching millions of users within its
first year. Facebook continued to expand its features, adding news feeds, photo sharing,
and messaging capabilities, among other things.
In 2012, Facebook went public, becoming one of the largest initial public offerings (IPOs) in
history. Since then, the company has continued to expand its reach, acquiring other
companies such as Instagram and WhatsApp, and launching new initiatives such as virtual
and augmented reality.
In 2021, the company announced that it was changing its name to "Meta" to reflect its
focus on building the metaverse, a shared virtual space where people can interact and
engage in various activities. Today, Meta is one of the largest and most influential
technology companies in the world, with billions of users across its platforms.
 Achievements
Reaching over 2.8 billion monthly active users: As of 2021, Meta has over 2.8 billion
monthly active users across its various platforms, including Facebook, Instagram,
WhatsApp, and Messenger. This makes Meta one of the largest social media companies in
the world, with a massive global reach.
Acquiring other popular social media platforms: In recent years, Meta has acquired several
other popular social media platforms, including Instagram and WhatsApp. These
acquisitions have helped the company to expand its reach and diversify its offerings,
allowing it to compete more effectively in the rapidly evolving social media landscape.
Developing advanced advertising and targeting capabilities: Meta has developed some of
the most advanced advertising and targeting capabilities in the industry, allowing
businesses to reach highly specific and relevant audiences. This has helped to make the
company one of the leading digital advertising platforms in the world.
 Launching new
initiatives in virtual
and augmented
reality: Meta has been
investing heavily in
virtual and augmented
reality, launching
products such as the
Oculus VR headset
and working on new
initiatives in the
metaverse. These
efforts are aimed at
creating new forms of
social interaction,
entertainment, and
 Concept of techno-optimism and
pessimism
“Meta”
Techno-optimism and techno-pessimism are two contrasting views on the
impact of technology on society. Techno-optimism is the belief that
technology has the potential to bring about positive change and improve
human well-being. Techno-pessimism, on the other hand, is the belief that
technology is often harmful and can have negative effects on society and
individuals.
In the case of Meta, the company can be seen as an example of techno-
optimism. Meta's mission is to bring people closer together and create a
more connected world. The company believes that technology can be a
powerful force for good, enabling people to communicate, share their
experiences, and express themselves in various ways.
 Concept of techno-optimism and
pessimism
“Meta”
Meta's platforms allow individuals and businesses to connect with each other, share
content, and engage in conversations, making it easier for people to stay connected and
informed. This has the potential to bring people from different parts of the world closer
together, fostering greater understanding, empathy, and cooperation.
Furthermore, Meta places a strong emphasis on privacy and security, recognizing the
potential risks associated with technology. The company strives to provide a safe and
secure environment for its users, ensuring that their personal information is protected and
that their data is not misused or exploited.
However, there are also concerns about the impact of social media on society, and some
critics argue that Meta's platforms can have negative effects on mental health, privacy,
and democracy. This is an example of techno-pessimism, where technology is seen as a
potentially harmful force.
 Technology
and Human
Well-being
 Meta's technology has the potential
to significantly impact human well-
being, both positively and
negatively. On the one hand,
Meta's platforms, such as
Facebook, Instagram, and
WhatsApp, offer users the ability to
connect with others, share
information, and stay informed
about news and events. This can
lead to feelings of belonging, social
support, and increased well-being.
Research has also shown that
social connections are a critical
component of mental and physical
health, and can help to reduce
stress and improve overall life
satisfaction.
 Technology and Human Well-
being
However, there are also potential risks associated with the use of Meta's technology. One of
the most significant risks is the potential for social media addiction. Studies have shown
that excessive use of social media can lead to feelings of anxiety, depression, and
loneliness. It can also interfere with sleep, productivity, and other important aspects of daily
life.
Another risk associated with Meta's technology is the spread of misinformation and fake
news. This can have serious consequences for public health and safety, as false information
about important issues, such as COVID-19, can lead to confusion, distrust, and even harm.
In addition to these risks, the use of Meta's technology can also contribute to issues such
as cyberbullying, privacy concerns, and the erosion of in-person social interactions. These
issues can have significant negative impacts on mental health and overall well-being.
 Workplace rights
Workplace rights are crucial in any organization, including Meta, as they
ensure that employees are treated fairly and with dignity. In the context of
Meta's work, workplace rights are particularly important due to the
company's reliance on technology and data, which can raise significant
concerns related to data privacy and ethical practices.
One of the key areas of concern regarding workplace rights at Meta is the
treatment of employees. As a large technology company, Meta has faced
criticism in the past for its treatment of employees, particularly with regards
to pay and working conditions. Ensuring fair wages, benefits, and working
conditions is essential for maintaining a healthy and productive workforce,
and failure to do so can lead to significant negative consequences for
employees and the company as a whole.
 Workplace rights
Another area of concern is data privacy, particularly in light of Meta's use of data to personalize
content and target advertising. Ensuring that employee and user data is protected and used
ethically is critical for maintaining trust and avoiding negative consequences such as data breaches
and privacy violations.
To address these concerns, Meta has taken a number of steps to promote workplace rights in its
operations. For example, the company has implemented measures to ensure fair wages and
working conditions for employees, such as establishing a $15 minimum wage for all US employees
and offering benefits such as healthcare, parental leave, and paid time off. Meta has also
committed to protecting user data privacy, including implementing privacy controls and partnering
with industry groups to establish ethical standards for data use.
In addition to these efforts, Meta has also established a number of programs to promote diversity,
equity, and inclusion in the workplace. These initiatives aim to ensure that all employees are
treated fairly and with respect, regardless of their background or identity.
 Data leak
In April 2021, a data leak involving personal information from over 500
million Facebook users was reported. The data, which included phone
numbers, full names, locations, email addresses, and biographical
information, was posted on a hacking forum and made available for
sale.
The data leak was not a result of a hack or a data breach, but rather
the result of a scraping attack in which personal information was
extracted from Facebook profiles using automated bots. The data
appears to have been collected from a vulnerability that Facebook had
patched in 2019, but not before a large amount of data was scraped.
 Data leak
The data leak raised significant concerns about privacy and data security, particularly
given the sensitive nature of the information involved. It also raised questions about
Facebook's handling of user data and its responsibility to protect user privacy.
In response to the data leak, Facebook (now Meta) stated that it had made changes to its
systems to prevent similar attacks from occurring in the future, and that it was
investigating the incident. The company also stated that it had notified affected users and
was working to inform them about steps they could take to protect their personal
information.
The data leak highlights the importance of data security and the need for companies to
take proactive measures to protect user data. It also underscores the ongoing challenges
faced by social media platforms in balancing the benefits of data collection and
personalization with the need to protect user privacy and security.
Meta Exposed 500M User Detail
Ireland’s Data Protection Commission hit Meta with a €265 million fine (about
$276 million USD) after an April 2021 data leak exposed the information of more
than 500 million users. The DPC started the investigation shortly after news of the
leak broke and involved an examination into whether Facebook complied with
Europe’s General Data Protection Regulation (GDPR) laws.
The leaked information, spotted by Insider, was posted to an online hacking
forum and included the full names, phone numbers, locations, and birthdates of
users on the platform from 2018 to 2019. At the time, Meta said the bad actor
obtained the information through a vulnerability that the company fixed in 2019
and that this was the same information involved in a prior leak reported
by Motherboard in January 2021.
 Resolution
Firstly, the company stated that it had patched the vulnerability that was
used in the scraping attack and had implemented additional measures to
prevent similar attacks from occurring in the future. The company also
stated that it had notified affected users and was working to inform them
about steps they could take to protect their personal information.
In addition to these technical measures, Facebook also faced significant
public scrutiny and pressure from regulators and lawmakers to address
the issue and take responsibility for the data leak. The incident led to
renewed calls for increased regulation of social media platforms and
greater oversight of their data practices.
 Resolution
To address these concerns, Facebook CEO Mark Zuckerberg testified before
Congress in March 2021, where he faced tough questions about the
company's handling of user data and its responsibility to protect user privacy.
In his testimony, Zuckerberg acknowledged the need for greater
accountability and transparency in the tech industry and stated that
Facebook was committed to addressing these issues.
Overall, the data leak of Facebook user profiles underscored the importance
of data security and the need for companies to take proactive measures to
protect user privacy. It also highlighted the ongoing challenges faced by
social media platforms in balancing the benefits of data collection and
personalization with the need to protect user privacy and security.
 Ethical considerations associated
with social media
Social media platforms like Meta (formerly Facebook) raise several ethical
considerations that need to be addressed. Some of the main ethical
considerations associated with social media include:

1.Data Privacy: Social media platforms collect a large amount of user data
that can be used for targeted advertising and personalization. However, this
also raises concerns about user privacy and the potential misuse of this data.

2.Algorithmic Bias: Social media platforms use complex algorithms to

personalize content and recommendations to users. However, these
algorithms can be biased, leading to the reinforcement of stereotypes and
discrimination.
 Ethical considerations associated
with social media
1.Impact on Mental Health: Social media has been linked to negative impacts on mental health,
including increased feelings of anxiety, depression, and loneliness.

2.Disinformation and Misinformation: Social media has been used to spread disinformation and
misinformation, leading to the propagation of fake news and conspiracy theories.
To address these ethical considerations, social media platforms need to take a proactive approach to
data privacy, algorithmic bias, and the impact on mental health. This includes implementing policies
and guidelines to protect user privacy, addressing algorithmic bias and ensuring transparency,
promoting healthy social media use, and combating disinformation and misinformation.
In addition, social media platforms need to be transparent about their data practices and provide
users with control over their personal data. This includes providing users with clear information about
how their data is collected and used, as well as giving users the ability to opt-out of data collection
and sharing.
 Impact of Meta's work on society
Meta's work has the potential to have a significant impact on society, both positive and negative.
On the positive side, Meta's technology has enabled greater connectivity and communication
across the globe, allowing people to connect with each other and access information more easily
than ever before.
Meta's work has also led to advancements in technology, particularly in the areas of artificial
intelligence and machine learning. The company has invested heavily in these areas, which have
the potential to revolutionize industries such as healthcare, transportation, and finance.
In addition, Meta's work has created new job opportunities, particularly in the technology and
digital marketing sectors. The company employs thousands of people around the world, providing
them with well-paying jobs and opportunities for career growth.
However, Meta's work also raises concerns about the negative impacts of social media, including
the spread of disinformation, the potential for addiction and negative impacts on mental health,
and the erosion of privacy.
Click icon to add picture

Meta Campus in Menlo park

 Use of social media
The responsible use of social media is crucial to ensure that users can safely and effectively engage
with digital platforms. As a major player in the social media industry, Meta has a responsibility to
promote responsible use of its platform and address concerns related to user safety, privacy, and
well-being.

Meta has taken several steps to promote responsible use of its social media platform. These include:

1.Providing users with privacy tools: Meta offers users a range of privacy tools that allow them to
control their personal data and manage their online presence. These tools include options for users
to manage their activity log, control their ad preferences, and adjust their privacy settings.

2.Combating misinformation: Meta has implemented a range of measures to address the spread of
misinformation on its platform, including fact-checking and removing false content. The company
has also partnered with third-party fact-checkers to verify the accuracy of news and other content
on its platform.
 Use of social media
1.Addressing mental health concerns: Meta has implemented features
designed to promote mental health, such as tools for reporting concerning
content and access to mental health resources.

2.Encouraging responsible content creation: Meta has implemented guidelines

and policies to encourage responsible content creation and combat harmful
content. For example, the company prohibits hate speech and harmful
misinformation, and it has implemented measures to reduce the spread of
extremist content on its platform.

3.Investing in safety and security: Meta has invested heavily in safety and
security measures to protect users from cyber threats, such as hacking and
phishing.
Facebook Reveals Its First Significant
Overhaul to Privacy Checkup
 GLOBAL REACH
Meta, formerly known as Facebook, has a massive global reach, with over 2.8 billion
monthly active users as of 2021. This global reach has had a significant impact on
international communication and cultural exchange.
Firstly, Meta's platform allows individuals from all over the world to connect and
communicate with each other, regardless of their physical location. This has enabled
people to form friendships, collaborate on projects, and share ideas across borders and
oceans, breaking down barriers that would have previously hindered such communication.
Furthermore, Meta has created a platform for sharing cultural content, from music to art
to food, allowing individuals to experience and learn about different cultures in a way that
was previously not possible. Users can join groups and communities that are dedicated to
specific interests, providing a space for individuals to share their culture and learn about
others in a safe and welcoming environment.
However, the impact of Meta's global reach is not without its challenges. The platform has been
criticized for promoting a "one-size-fits-all" approach to culture, where popular content and
trends dominate the platform, potentially overshadowing smaller and less well-known cultural
traditions.
Additionally, there are concerns about the impact of the platform on the cultural practices and
identities of marginalized communities. For example, the spread of Western ideals and norms
through social media may threaten the cultural practices of indigenous communities, leading to
a loss of cultural heritage and identity.
Overall, the global reach of Meta has had a significant impact on international communication
and cultural exchange, providing a platform for individuals to connect and share their cultures
with others across the world. However, it is important to recognize and address the challenges
associated with the platform to ensure that it promotes diversity and inclusivity in a responsible
and respectful manner.
Facebook translation feature.
 Conclusion
In conclusion, Meta (formerly Facebook) is a major player in the social media
industry with a global reach and an impact on society that cannot be ignored.
Its work has brought about many advancements in technology, including the
ability to connect people and access information more easily. However, the
company also faces significant ethical considerations, including concerns
related to user privacy, data security, and mental health.
To address these ethical considerations, Meta has implemented policies and
tools to promote responsible use of its social media platform. These
measures include providing users with privacy tools, combating
misinformation, addressing mental health concerns, encouraging responsible
content creation, and investing in safety and security measures.
While Meta's efforts are a step in the right direction, it is important for the
company to continue to address these ethical considerations and ensure that
its impact on society is positive and beneficial. This will require ongoing
monitoring, evaluation, and adaptation of policies and practices to ensure
that users are protected, their privacy is respected, and their well-being is
promoted. Ultimately, Meta has the potential to drive positive change and
create a more connected, informed, and innovative society, but this will
depend on its ability to address the ethical considerations associated with
social media in a responsible and transparent manner.