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Making people like Facebook will be tougher after listing
Technology-investor darling Facebook filed offer documents in its first step towards a highly anticipated initial public offering which could begin to see the company raise $5 billion,[link widoczny dla zalogowanych].
The valuation did not come like a surprise to promote observers. However the public listing will expose the business's financials,[link widoczny dla zalogowanych], behaviour on privacy issues and more importantly social-advertisement model to higher levels of scrutiny. What will it mean for people like you and me and other 845 million users around the world?
The ads popping up alongside your wall posts till now attempted to catch your attention with a brand new sedan or high-heeled shoes. There is a chance that these suggestions could certainly be based not just on which communities or pages you on Facebook,[link widoczny dla zalogowanych], but also on the conversation your friends are having on their walls! Although this could just be one example of how they increase accuracy,[link widoczny dla zalogowanych], their methods might end up testing the boundaries of privacy on the web. In a business in which the biggest chunk of revenue comes from ads,[link widoczny dla zalogowanych], tracking user behaviour,[link widoczny dla zalogowanych], their choices and interests accurately becomes increasingly vital for social-networking companies.
Experiments vs earnings Facebook won't need to prove its mettle in terms of expanding revenues and profits from the internet marketing strategy but will also have to start luring users from new countries for example China (in which the challenge of appeasing the federal government trumps pleasing the user),[link widoczny dla zalogowanych].
Reports indicate that although Facebook's current display advertising product has been grabbing market share,[link widoczny dla zalogowanych], leads to relation to actual clicks translating into transactions have been limited. For Mr Mark Zuckerberg and his lieutenant,[link widoczny dla zalogowanych], Ms Sheryl Sandberg, this may mean taking lower risks and experimenting significantly less than the company now does. Simultaneously, they've got to deliver a consistently satisfying (if not addictive) experience and create a breeding ground where individuals are more comfortable with online transactions.
But aside from paranoia over what lengths Facebook may go with digging into user information to enhance its revenue model,[link widoczny dla zalogowanych], the public-offer proceeds could prove beneficial in snapping up smaller companies to augment the plethora of content and entertainment available on Facebook. In case this occurs, Facebook-addicts and shareholders alike will have more reason to rejoice.
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