How Facebook’s IPO Could Transform Marketing

Media reports suggest that Facebook will file for an IPO this week that could value the company at $100 billion — and leave the company sitting on $10 billion in cash. I’m not a financial analyst, so I’ll leave it to Wall Street to discuss and debate that valuation. But the fact is this newfound wealth could not only allow Facebook to solve its biggest business challenges, it could also help Facebook finally achieve its longstanding goal to change how marketing works. So how should Facebook use its IPO windfall?

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I'm Back In NYC

I'm really pleased to announce that I've moved back to New York City. I actually started my interactive marketing career in New York almost 15 years ago, and I started my analyst career in New York nine years ago. But for the past seven years I've been plying my trade elsewhere: in London, Berlin, Vancouver, and then back in London again. Now, after half a career spent abroad, it's great to be back home.

What does this mean for my research coverage? Not much, really. I've still got the same job on the same team, and I'll still be focused on the same topics I've covered for years:

  1. Social media marketing. I've been writing about social media since 2004, and I've got no plans to stop now. Last year I published Five Ways Interactive Marketers Should Use Social Data, Social Media Marketing Metrics That Matter, and It's Time To Make Facebook Marketing Work. In 2012 I'll continue to lead our coverage of social media marketing with research on the staff and resources you need to succeed with social media, how marketers can take their social programs to the next level, and even how Facebook might justify its valuation. I'll also keep actively researching how social media can best fit into the marketing mix, most notably through an idea we call The Interactive Brand Ecosystem
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