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The case of Facebook

Buying opportunity? Bears Say • Facebook is currently a one-trick pony and will be affected severely if online advertising no longer grows or if more advertising dollars shift to others like Google or Snapchat. Despite rapid user growth, many of Facebook’s customers may also belong to other social networks, such as Snapchat, so the firm will continually have to fight to capture a user’s time and engagement with Facebook’s properties. Regulations could emerge that limit the application and collection of user and usage data, which could minimize the value of Facebook’s aggregated data. Bulls Say • With more users and usage time than any other social network, Facebook provides the largest audience and the most valuable data for social network online advertising. Facebook’s ad revenue per user is growing, demonstrating the value that advertisers see in working with the firm. The application of AI technology to Facebook’s various offerings, along with the launch of VR products such as the Oculus Rift, will increase user engagement, driving further growth in advertising revenue.

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