What do you do after your site grows to 800 million users and expands to 1 trillion pageviews per month? Why, plan a $100 billion IPO, of course!

Going public is clearly the biggest thing on tap for Facebook in 2012, but the world’s most populated social network and its users have a lot to look forward to over the coming year. From the maturation of Mark Zuckerberg as a leader to Facebook’s growth as a media platform to a looming collision with the world’s biggest tech companies, 2012 is poised to be one of the most important years in the company’s short history.

Read on for our predictions for Facebook’s upcoming year, and be sure to add your ideas in the comments.


It’s safe to say that Facebook’s long-rumored IPO will be the biggest public offering of 2012. It could also potentially be the biggest of the current decade, if rumors of a reported $100 billion valuation and $10 billion raise are accurate. That would put Facebook in the top-three American IPOs for highest amounts raised.

Of course, an astronomical target does not mean a guaranteed blockbuster IPO for Facebook. Zynga’s unspectacular debut on the public markets in December has some investor’s worried that social media IPOs will generate less enthusiasm going forward, and that could affect Facebook in 2012. “It’s a very telltale sign of how people feel about social media IPOs in general,” Jeffrey Sica, owner of Sica Wealth Management in Morristown, N.J., told Mashable. “[Investors] have become very shortsighted. There’s a lot of fear in the market right now.”

Furthermore, today’s tech companies are raising larger rounds of private money more frequently before going to IPO, and are allowing private investors to trade shares prior to going public. That’s adding up to less opportunity for public investors once the offering hits the market. This is another reason why there was lower-than-expected interest from retail investors for Zynga, and could also be indicative of a lackluster future debut for Facebook, which has raised a whopping $2.3 billion from private investors.

It’s unclear what this trend of raising mega-sized rounds of private equity means for public capital markets long term. However, it is clear that entrepreneurs and early employees of the few tech companies attracting this sort of attention are reaping the benefits. And aftermarket stock sales have allowed some early employees and investors to cash in, pre-IPO. Facebook has already minted a number of on-paper billionaires that way. If the company’s IPO in 2012 is as successful at the rumored $100 billion valuation, Reuter’s estimates that Facebook will be home to at least 1,000 new millionaires.

The Next Steve Jobs?

Shortly after Apple’s iconic co-founder Steve Jobs died in October, Facebook CEO Mark Zuckerberg wrote on his Facebook profile, “Steve, thank you for being a mentor and a friend. Thanks for showing that what you build can change the world. I will miss you.”

Mashable executive editor Adam Ostrow wrote following Jobs’s death, “Although Apple and Facebook have had a contentious relationship, it’s hard not to draw comparisons between Jobs and Zuckerberg, both of whom dropped out of college and founded their iconic companies in their early twenties.”

Indeed, even before Jobs died, there was a sense that his retirement from Apple as CEO was a symbolic passing of the mantle to unofficial Innovator in Chief in Silicon Valley, and to the tech world in general. But to whom? Many pundits have prognosticated on that question and the answer usually comes down to one of four choices: someone we haven’t heard of yet, Amazon’s Jeff Bezos, Google’s Larry Page or Mark Zuckerberg.

When people ask, “Who is the next Steve Jobs?” they mean, from where will the next giant of the tech industry emerge? Who will be the next larger-than-life figure to drive innovation in tech, design and business for the next few decades? It might not necessarily be anyone from the current crop of big company tech CEOs, but of the candidates, a good case could be made for Zuckerberg. That has a lot less to do with Zuckerberg’s potential as a Jobs impersonator (though he is getting better at channeling Jobs’ confidence on stage), and more to do with his place among the next generation’s influencers.

Zuckerberg’s performance at the f8 Developer Conference this year, which included an on-stage lampooning from Saturday Night Live star Andy Samberg, illustrates Zuckberg’s generational advantage. Even though he clearly tries to match Steve Jobs’s charisma, his style is clearly not a one-to-one emulation — and that’s okay. In fact, that’s exactly why Zuckerberg might be the next Jobs: He understands his consumers in ways that competitors have yet to grasp, and that edge has helped him to win the innovation war in social networking thus far.

Facebook vs. The World

Facebook has been on a collision course with the world’s biggest tech companies for a long time, and that could all come to a head in 2012.

The company will fight Apple in the mobile space, where a focus on HTML5 and a recent acquisition of mobile platform developer Strobe (makers of SproutCore) is positioning Facebook to be a powerhouse in the mobile space, ideally by delivering a rich user experience across hardware platforms. One big advantage Facebook can offer that other platforms can’t? Massive amounts of social data and one of the biggest installed user bases on the planet.

Facebook will fight Amazon and eBay in the consumer space, with the continued expansion of Facebook Credits, which are already being used to sell all sorts of digital content, from in-game items to movie downloads. For now, Credits can’t be used in the purchase or sale of physical goods, but as retailers like Amazon expand their footprint into digital, they’ll start start to bump into Facebook. And Facebook credits are already sold in stores. Therefore, using them for physical purchases might not be far behind, especially as they get added to mobile payment systems.

And they’ll fight Google on virtually all fronts. Both Facebook and Google are advertising-driven businesses, but Facebook’s revenue is a drop in the bucket compared to Google’s. That could significantly start to change in 2012, as Facebook rolls out new ad formats and more agencies shift traditional media buys to online advertising. Yet Facebook does face an uphill battle when it comes to convincing big brands to pay for advertising products when they’re accustomed to free Facebook Pages .

Facebook Becomes the Media

Somewhat lost amidst Facebook’s new Timeline buzz, three other developments in 2011 fueled Facebook’s aspiration to become the destination for all media. First, Facebook launched an update to its Open Graph protocol called Gestures, which essentially allows users to [verb] any [noun]. Or in other words, websites are no longer constrained to just allowing users to Like items. Now users can read, watch, listen or perform any other action around the web.

Second, Facebook launched a new Subscribe feature, allowing users to let fans follow their public updates. The Subscribe button is now available for websites too. This can help Subscribe users promote their Facebook presence on their site while allowing site visitors to seamlessly connect with their Facebook updates.

Third, Facebook offered an update to the News Feed called Ticker, that serves as a real-time feed of activity away from Facebook. Taken in tandem, these updates indicate Facebook’s growing desire to be to discovery what Google is to search — that is, the market leader for the new dominant form of currency on the web. In the previous decade, the link was the main way to pass information around on the Internet. Google figured out how to harness that information and turn it into a highly useful search engine. In today’s social media-driven world, the link is being replaced by the social recommendation (and more broadly, by the social action), and Facebook is attempting to build a discovery engine around that idea.

In other words, Facebook isn’t going to be a creator of media, but it will be the ultimate curator.

The Future of Timeline

Of course, that hoopla for Timeline was warranted. Facebook’s radical redesign of the profile page marked a huge departure from the traditional design, which in spite of numerous changes and updates, had maintained the same basic UI concept since Facebook launched.

The new Timeline is about storytelling. “Timeline is the story of your life,” said Zuckerberg at the f8 Conference. It’s a “new way to express who you are.”

That, of course, gets to the heart of Facebook’s oft-stated goal to make the world “more open and connected.” Here is a new profile that encourages you to share even more about your life by documenting and organizing everything you do. (Not coincidentally, that also plays right into Facebook’s advertising-fueled business model.)

What happens to Timeline in 2012 would be as difficult to predict as Timeline itself would have been this time last year, but it’s safe to assume that Facebook’s recent acquisition of Gowalla will have an impact on the future of the site’s profile design. With Gowalla, Facebook acquired a team of designers and developers that had created an unquestionably beautiful location-based social network with the stated purpose of helping users document their travel (both locally and abroad). Put another way, Gowalla was made for telling stories about the places you went.

Facebook didn’t specifically acquire the technology behind Gowalla, but it did say that it was “sure that the inspiration behind Gowalla will make its way into Facebook over time.” Smart money is that parts of that “inspiration” will find its way into Facebook as improvements to the storytelling functionality of Facebook Timeline and Facebook’s mobile applications.

Special thanks to Brian Carter, author of “The Like Economy,” who helped me codify my thoughts about the future of Facebook.

Image courtesy of iStockphoto, Oxford, Flickr, Andrew Feinberg, Kewei SHANG

More About: Business, facebook ipo, facebook timeline, features, mark zuckerberg, trending

For more Dev & Design coverage:

It wasn’t just 60 Minutes that did a segment on Steve Jobs this weekend, Saturday Night Live celebrated the life of the Apple co-founder in its own way.

In an SNL skit parodying the PBS roundtable show Charlie Rose, Mark Zuckerberg, Arianna Huffington, Reed Hastings and Rupert Murdoch come together to discuss Jobs’s legacy.

The results are pretty funny — especially the portrayals of Zuck and Hastings.

More About: humor, mark zuckerberg, snl, steve jobs

Facebook has unveiled its new Timeline profile pages, and they are a radical departure from the Facebook you know.

On the stage of the f8 developer conference in San Francisco, Mark Zuckerberg explained, “We’re more than what we did recently,” thus he and his team set out to create a Facebook experience where you could explore not just what your friends did today, but what your friends did last week, last month and last year.

The new Timeline is the answer to the problem of filling in the context of someone’s entire life. It is a moving mosaic of the photos, videos, places and status updates that make up not just your Facebook profile, but in a way, your personality. Facebook wants to chronicle your life, and now you can see the scrapbook.

We’ve had a chance to try out the new Facebook profiles and play with Timeline. The following are our first impressions of the new product, as well as screenshots of Facebook Timeline in action.

Photos: Facebook Timeline

The New Facebook Profile: Timeline

Timeline is a radical departure from previous versions of the Facebook user profile. The most prominent feature is the addition of a cover photo at the top of the page. Users can change this to whatever they’d like it to be.


In 1987, my sister was born. Facebook knows these life events and includes them in your timeline.

Being Born

You can even add a picture and context to your birth, which starts the Timeline.

Timeline Interface

The Timeline is a two-column interface with top photos, status updates, friends and more.


Facebook has added a feature that lets you see where you have visited. This is powered by Facebook Places.

Photos in the Timeline

Here’s how photos are displayed in the Timeline.

Friends in the New Timeline

Here’s what the Friends page looks like.

Changing Settings

Some of the new Timeline’s customization features.


More of the new Timeline

Getting Married

You can add life events, such as getting married, to your profile through the Publisher Bar. You can also announce that you broke a bone, got a new job, etc.

Timeline: First Impressions

Design: The Timeline interface is beautiful. The addition of the Cover Photo makes the Facebook interface more beautiful, and the timeline is easy on the eyes. While it will take some time to get used to the two-column layout, it actually is easier to navigate than the old Facebook. Facebook thought hard about the design of this change.

Interface: The interface works smoothly, though with bugs (it’s a developer preview). One problem is that you can’t easily get back to specific points in time on your timeline if you leave it to, say, look at a Facebook Page. There are some confusion

Places/Map: The new Map feature really gives users a reason to start checkin in with Facebook. You just feel like finding ways to add more to your map. It’s a nice way to see where your friends travel.

Photos: The new photos interface is simple and clean, though it isn’t sexy. It gets the job done, but leaves us wanting more.

Timeline: The timeline itself is a wonderful feature, but it can be confusing trying to find content. It takes time to load older years as well, when you’d prefer for it to load instantly. But as a discovery tool, it is really powerful, and as you populate it with more content, it will become more useful.

Publisher Bar: The updates to the Publisher Bar make it far more versatile. It allow you to not just add a status update, but add a job, get engaged, announce that you broke a bone and more. It uses Facebook’s new social actions and makes it so you can tell your friends about everything you do.

Problem of Getting Married Twice: We did run into one big problem with Facebook’s new Timeline — the “getting married twice” problem. As a test, I got married to @hermioneway on Facebook through the new Publisher Bar. It signaled that we were “married” in our feeds, but it didn’t actually update our profiles as “married.” To do that, we had to go into our Facebook profile settings to change it. Users shouldn’t have to do this twice, and most users won’t. It’s a problem that will confuse users terribly.

Conclusion: The new Timeline interface is beautiful and a major time sink. However, this is clearly not a finished product. The social network must do more to clean up actions on the Timeline and avoid the “getting married twice” problem.

Overall though, Facebook has made profiles more personal. Users are going to be spending hours in their friends’ Timelines.

Want to enable your own timeline now? Here’s how.

More F8 Coverage:

More About: Facebook, facebook timeline, mark zuckerberg, press conference

For more Dev & Design coverage:

Facebook CEO Mark Zuckerberg made a “surprise” appearance on Saturday Night Live, joking with the actor who played him in The Social Network, Jesse Eisenberg.

Viewers got a triple dose of Zuckerberg as Oscar nominee/guest host Eisenberg took the stage, quickly joined by the show’s Zuckerberg impersonator, Andy Samberg. Then, out walked Zuckerberg himself. When asked how he liked The Social Network, Zuck called it “interesting.”

As the rumors we heard Friday suggested, the goal was to show Zuckerberg’s sense of humor, and he did an excellent job, appearing to have a great time in the spotlight at NBC’s Studio 8H in New York.

Mark showed up three times on the show — a brief backstage bit with Executive Producer Lorne Michaels, the on-stage shtick with Eisenberg and Samberg you’ll see in the video below, and the obligatory SNL goodbye waltz, where Mark gave Eisenberg a seemingly heartfelt hug to show all was forgiven.

Watch the clip for yourself and then let us know in the comments what you think.

And they man-hug at the end:

Video courtesy NBC

More About: andy samberg, jesse eisenberg, mark zuckerberg, saturday night live, snl, trending

Time magazine coverboy and billionaire Facebook CEO Mark Zuckerberg has been named one of the 10 worst-dressed guys of 2010 by Esquire magazine.

When Esquire was putting together its “2010 Celebrity Style Hall of Shame” list, it didn’t have to look far in the tech world to find plenty of candidates. Mark was easy prey to Esquire‘s critical eye, given his high profile and simple wardrobe.

What’s the matter with the way he dresses, anyway? We don’t mind that casual look, and if a billionaire CEO has a closet full of exactly the same shirt and pants (we’re looking at you, Steve Jobs), who are we to say he can’t wear them? It makes him comfortable, and after all, getting away with wearing a T-shirt to a black-tie event means you’re one powerful dude.

All this attention to Mark’s wardrobe made us want to look for visual evidence. So here’s a gallery of the various outfits he’s been spotted wearing. You might be surprised at the subtle variation in his attire, contrary to the belief that he always wears the same thing:

North Face Sweatshirt

4/27/09: The zippered sweatshirt is a perennial fave. Image courtesy of Flickr/Silverisdead

Adidas Sandals

You’ll often see these sandals on Zuckerberg. Image courtesy Startup School

A Tie?

A gold tie goes with that North Face sweatshirt, doesn’t it?

Image courtesy of Flickr/Robert Scoble

The Uniform

11/15/10: This is Mark’s favorite getup. The T-shirt, the jeans.

Image courtesy of Flickr/Robert Scoble


9/18/09: There’s that T-Shirt again. This shot was taken by Mashable’s own Jolie O’Dell.

Image courtesy of Flickr/Jolie O’Dell

Stay Fresh

9/1/2007: Mark seems happy in his Arm & Hammer Baking Soda T-Shirt

Image courtesy of Scott Beale/Laughing Squid


Even if he’s getting a bit warm, the hoodie’s zipped up. He’ll take it off if asked, though, and there’s a special Facebook “illuminati” design inside.

Image courtesy of Flickr/Jolie O’Dell

The Facebook Illuminati

This is the design stitched inside that sweatshirt.

According to SF Weekly, here’s what it means:

  • The bi-directional arrows indicate that each part generates inbound and outbound sharing;
  • The labels on the arrows — GRAPH, here represented by the “friend requests” icon, STREAM, represented by the “messages” icon and PLATFORM, represented by the “notifications” icon — represent the three prongs of Facebook’s strategy for 2010, as revealed at F8 conference;
  • The blue ring is the interface or Facebook’s wall around user data —
    the permeability of which remains a major point of controversy;

  • The motto on the upper half of the blue ring,”Making the world more open and connected” is, according to Zuckerberg, Facebook’s obviously unofficial “Mission Statement.”

Images courtesy of SF Weekly


Shoes optional. But check out the wardrobe variation: a brown sweatshirt.

Image courtesy of KoolBollywood


Well, at least these boxers look comfortable.

Image courtesy of Fame/Zimbio

Even on 60 Minutes

There’s that T-Shirt again. Maybe Leslie Stahl wanted to see Mark in his native element.

Image courtesy of 60 Minutes/Fashion Blog

[Via Huffington Post]

More About: 2010 Celebrity Style Hall of Shame, ceo, esquire, facebook, fashion, gallery, mark zuckerberg, style, trending, Worst-dressed