Despite the beating Facebook’s stock has taken recently, many people see plenty of opportunity in the company’s future. Mark Cooper, the co-founder and CMO of Offerpop says, “I believe Facebook is in a great position to reshape the digital marketing landscape, and we’ve only seen the beginning of what that might mean. Ultimately, it comes down to leveraging the power of social recommendations to increase customer conversions. In our experience, brands that run ongoing, programmatic campaigns that keep their fans active are able to tap directly into Facebook’s ability to drive word-of-mouth, and are seeing great ROI as a result. As Facebook continues to optimize their offerings, they’ll become a key revenue driver for brands everywhere.”
Yet it is safe to say that Facebook’s future looks challenging, to say the least. Sure, the company is full of bright people who can, and want to, be a success but they have to find a way to make mobile count. Count on Facebook to attempt to monetize user data in a big way (I’m glad I’m not on the site). Investors have already beaten Facebook’s newly public stock down, but can Zuck and company turn it around? That’s what I asked a few smart people who know a thing or two about Facebook. Here’s what they had to say.
Facebook’s Dominance Not Immediately Threatened
Contributed by: Justin Oh, Senior Digital Strategist at 22squared
Facebook stated in its second quarter results that 543 million of its monthly active users access the site from mobile devices, a 67% year-over-year increase. The transition of its active user base to mobile devices, along with the deceleration of overall growth describes just how important it is for Facebook to get mobile right. I don’t think there is an immediate threat to Facebook’s place as the de-facto social platform, but the significance of the current mobile dilemma it faces cannot be understated.
Facebook’s current mobile strategy, which hedges against both native and HTML5 platforms, has contributed to a fairly poor mobile experience compared to competitive mobile products such as Path or even Google+. I’d like to think that Facebook is still agile and nimble enough to iterate its way to mobile success, but up to this point, aside from spending $1 billion, Facebook has done little to demonstrate that it can create unique, compelling experiences in mobile. I believe that if Facebook doesn’t nail down a compelling mobile ...