“Business ethics” tells people that business is not only about finance, profit, etc, but also about moral issues, and this is actually important for a business to succeed in long-term. According to the article “Facebook co-founder says team had right kind of ethics” (refer to the link below), Facebook’s founding principle of business ethics is the site’s privacy setting system. This makes users feel that they are safe and they have some extent of power cause they can decide how much information they want to share with others. According to the stakeholder theory, a business consists of consumers, investors, suppliers, community, etc. As a result, the Facebook’s principle of business ethics satisfies consumers’ needs and therefore they would have the willingness to keep using it, which builds up Facebook users.
http://www.cnn.com/2011/09/12/tech/social-media/facebook-dustin-moskovitz/index.html?iref=allsearch