4 Things FB must do to increase revenue
So much already about the FB IPO!!!!! Too many shares. Slowing revenue. Pre-IPO markets, history of RenRen etc... I think they all impacted the share price. Regardless of whether the stock is at $40 or $10, the value of a stock is determined by its earnings and future outlook, both of which are not entirely clear with FB. Maybe thats the real reason it didn't take off.
We know the site makes a ton of money right now. We also know just about everyone uses the site and uses it a lot to communicate with friends. But does this translate into ever growing revenue streams? Here are some things to consider:- FB and Mark Zuckererg need to care about growing revenue. This doesn't appear to be the case, at least based on what I read. I was trying to dig up his actual quote from the "bell" ringing but I remember the comments being along the lines of, "we care more about connecting people than making money." While that is very noble of Mark, he's a public company now and they need to make money, and more of it each year. Now can making money and connecting people go hand-in-hand? I'm not sure . . .that leads us to point #2.
- GM must have an ax to grind with FB. The timing of their announcement that they are ditching FB ads couldn't have been worse. But anyone in the industry will tell you that FB ads do not work, or rarely work. Click through rates on FB ads are incredibly low. The ads the do work are usually for coupons, contests or other freebies that users can get if they "like" a page. Selling stuff off FB is non-existent. So what does work? Great content. The ability for users to share on FB is immense. There are tons of companies that have put together great content programs that have gathered millions of views and followers. There are even small companies that use the FB wall primarily for the free media and exposure it provides. If FB were ever to charge for this, they could make a fortune, but the implications for businesses and users is far reaching and impact significantly the user experience.
- Is FB the walled-garden of social? Just as AOL gave way to the internet that gave way to social, social media is at its infancy and it will take many forms. FB needs to make sure it doesn't become the AOL of social. Twitter is the great example. Most users who post on twitter don't even do it on the native site but rather on a mobile device or 3rd party site. FB is getting better with the like button and review boxes but it still has a long way to go. FB needs to spread itself across the internet rather than drag everything back to its site. Speaking off mobile . . . .
- Come up with a mobile strategy. Everything is moving mobile and FB doesn't make money off mobile...yet.
FB is huge and will continue to be. Its hard to argue against the importance of the site. The real question is, how long will it stay on top? Does connecting people drive revenue? I guess we'll see . . . .
