Young Researcher of the Year Award 2012 - Patrick Pfefferkorn

Patrick Pfefferkorn

Patrick Pfefferkorn

Age: 27
Company: H,T,P Concept
Country: Germany

Topic chosen

Social/New Media Habits

Title of submission

You Won't Find Me on Facebook


You won’t find me on Facebook… Something you hardly ever hear – who today isn’t on Facebook? Are these people even worth getting to know in a time where consumers, brands and marketers are telling us that Facebook is omnipresent? Facebook’s growth has come to a stage where the vision of its founder has come close to reality. "Facebook was not originally created to be a company. It was built to accomplish a social mission -- to make the world more open and connected." Mark Zuckerberg.

At the time of writing close to 850.000.000 members are telling this story. But it is not only the sheer amount of members, but also the vast amount of personal information that is shared on the website, which has attracted brand managers, and billion-dollar investments from all over the world. However these strategies are not without pitfalls, as even giants such as GM have turned away from advertising on Facebook (GM says Facebook ads don’t pay off, The Wall Street Journal, May 16, 2012).

The internet is constantly developing, and its short history shows us that social networks come and go (e.g. the rise and fall of MySpace). Already a ghost called ‘Facebook fatigue’ gets summoned and has managed to find mighty ambassadors in the business environment, such as Martin Sorrell, CEO of WPP (WPP chief Sir Martin Sorrell has 'fundamental' doubts over whether Facebook can carry adverts, The Telegraph, 16.09.2011). This research wants to target this paradigm and explore the potential future development of social networking by drawing from the experiences of Facebook non-members and drop-outs, as they are most likely to answer the most pertinent question of our research: are these people the leading-edge of an upcoming grass-roots movement to abandon social networking sites?

About Patrick

Patrick is currently a Project Executive at H,T,P, Concept in Germany. Before that Patrick had an internship at H,T,P Concept, Munich in the Recruiting, Data Management and Project Management (Qualitative) departments. He has also held an international internship at IBOPE Intéligencia, Sao Paulo, Brasil (Quantitative & Qualitative) and worked as a student assistant at the Department of Sociology Technical University Munich on a project for innovation management (Qualitative.) Patrick did work for GP Forschungsgruppe, Munich on different projects (mainly Social and Trend Research.) He received a Magister Politikwissenschaft (Master´s in Political Science) at LMU Munich, Germany with a major in Empirical Research and minors in International Law, Comparative Religious Science.