Wall Street Journal reports that GM is pulling its ads from Facebook complaining that the ads have not translated into revenue for GM.
Buried in the story are a variety of other advertisers simply arguing the same point: we are not seeing any proof that facebook advertising is translating into increased sales.
Regular readers of this humble blog (both of them) know that we are not fans of Facebook the $100 billion company.
But more importantly, we fail to see why the “eyeballs = revenue” model that failed so spectacularly for AOL, Yahoo, AskJeeves and a host of others – with Google being the lone exception – should suddenly work for Facebook. Google provides a service – a search engine for those looking to buy something. There is money to be made in directing a motivated eyeball to your website.
But Facebook is not associated with shopping – it is essentially a gossip site, water-cooler stuff. We are simply unconvinced that the average internet shopper is going to get to his website through FaceBook when Google and Bing are around.
If our premise is correct, then FaceBook, forever, will remain a gossip site. The only logical source of revenue for FaceBook is a subscription service where its 900 million users pay a small sum each month to be a facebook user. But how many of the 900 million would be willing to do that?
We are completely convinced that ad revenue will NOT support any service on the web unless it is a service that (mostly) attracts people looking to buy stuff.
From that premise, FaceBook is a non-starter as an investment.
For those who are salivating over the 650 milion or so FaceBook users – remember that in its heyday, AOL claimed an astounding 70% of all Internet use.
Sadly, the frenzy for FaceBook shares has been carefully orchestrated by the underwriters to make sure that the individual investor who gets in is almost sure to be burned. Consider this poor sap:
“I’ll buy the stock just to see what happens,” Cuy said. “To a lot of people around the world, Facebook is the Internet, so I’d love to grab a few shares the first day it goes public. Plus, I can show them off to my friends and impress people.”
Why don’t you just burn your cash instead? We are sure more people will be impressed by you burning currency.
The WSJ also reports similar stories
Across the nation in El Cajon, Calif., technology teacher and investment-club supervisor Todd Benrud is trying to get his club at Grossmont High School into Facebook stock. “They use Facebook every day,” Mr. Benrud said. Some students think it is “guaranteed to make money.”
Our advice to Mr Benrud’s students: get a different investment club supervisor.
We see no way for long term investors to make money on FaceBook in like, ever.
UPDATE: here are some companies(Market cap) that FaceBook supposedly is worth more than:
- Abbot Labs (97B)
- Unilever (93B)
- Cisco (89B)
- Schlumberger (87B)
- Disney (81B)
- Home Depot (74B)
- Caterpillar (60B)
- 3M (60B)
… and my favorite, Berkshire Hathaway (86B)