SC

Strategy Canon

Facebook / Meta: sourced choices

20 product and go-to-market choices, oldest first. Back to the case study

  1. 2004Product · Campus entry The initial service opened within Harvard before expanding to other colleges. FB1
  2. 2004Product · Recognizable profiles Profiles represented people within a known school community. FB1
  3. 2004Go_To_Market · Bounded rollout Expansion proceeded through individual schools rather than beginning with an undifferentiated global launch. FB1
  4. 2005Product · Photo sharing The company added photo sharing and tagging. FB1
  5. 2006Product · News Feed News Feed collected network activity into a reading surface. FB1
  6. 2006Product · Broader registration The service expanded beyond college-only membership. FB1
  7. 2011Product · Connections Users maintained profiles and connections with other users. FB6
  8. 2011Product · Developer platform Third-party developers could build applications connected to Facebook. FB6
  9. 2011Product · Targeted ads Advertisers could select audiences using information available to the platform. FB6
  10. 2011Go_To_Market · Free consumer access Consumers used the social service without a subscription charge. FB6
  11. 2011Go_To_Market · Advertiser customer Advertising supplied most revenue. FB6
  12. 2011Go_To_Market · Self-service advertising The company offered self-service tools for buying ads. FB6
  13. 2011Go_To_Market · Direct advertiser relationships Sales teams served larger advertisers and agencies. FB6
  14. 2011Go_To_Market · Auction allocation Advertising delivery used auction-based mechanisms. FB6
  15. 2011Go_To_Market · Performance measurement Advertisers could evaluate campaign results through the platform. FB6
  16. 2012Product · Instagram acquisition Facebook acquired Instagram, adding a separate mobile photo-sharing network. FB1
  17. 2015Go_To_Market · Publisher participation Publishers sought distribution through the feed as it became a major attention destination. FB3
  18. 2016Product · Mobile feed The feed presented content and advertising in the smartphone interaction pattern. FB4
  19. 2016Go_To_Market · Low-effort consumption Thompson connected feed curation to reaching users less willing to assemble their own content sources. FB4
  20. 2025Go_To_Market · Segment reporting Meta reported Family of Apps and Reality Labs separately, preserving different economics. FB5