Honors Program


Document Type


Date of this Version

Spring 4-28-2019


McManaman, R. (2019). Strategic Audit of Facebook Through the Lens of International Reputation. Undergraduate Honors Thesis. University of Nebraska-Lincoln.


Copyright Ryan McManaman 2019.


This report investigates the history and current situation of Facebook, an international social media firm based in Menlo Park, CA. Facebook faces a number of international controversies and growing resentment from its userbase. In an industry where people are synonymous with capital, a strategic recommendation will be made to help Facebook regain some of its users’ lost faith and hopefully recapture old markets.

This report will analyze Facebook’s internal situation using the framework of SWOT analysis, and the external environment Facebook exists in through PEST analysis. These tools will provide a helpful foundation to understand Facebook’s competitive advantages, and render an educated recommendation.