The Social Network Effect
Tuesday, February 14, 2012 at 8:53AM Facebook founder and CEO Mark Zuckerberg is going to become an even richer man than he is today. When the company announced on February 1st that it is planning to hold an initial public offering (IPO), investors estimated the value of the company between $75 and $100 billion. The IPO is expected to raise $5 billion or more, which would make it the largest IPO for an Internet company in American history. There was even speculation that the IPO will create 1,000 millionaires overnight. But for Mr. Zuckerberg, the payday is going to be grand. It is estimated that his wealth could rise to $28.4 billion, making him the age-adjusted richest person in the world. Not bad for a guy who just eight short years ago was eating ramen in his dorm room. This all depends, of course, on Facebook’s share offering being worth $100 billion, which is an awful lot of money for company that lets people stalk their acquaintances.
What is making folks so bullish on Facebook? After all, with an estimated 840 million users (if Facebook were a country, it would have the third largest population in the world), there doesn’t seem to be much room for improvement. One possible explanation is expansion into China (an actual country with the world’s largest population), where the site is ostensibly blocked by the Chinese government. But that seems like an improbable move, despite Mark Zuckerberg’s goal of learning to speak Mandarin.
The other reason to remain optimistic about Facebook’s future value is that it has a firm grasp on its own corner of the social networking empire, due in part to the benefits of the network effect. This phenomenon exists when the benefits of using a product or service increase as the number of other users increases (some would call that a positive externality). A huge benefit of using Facebook, as opposed to a competing social networking site, is that everyone else you know uses Facebook. Just like owning a telephone becomes more valuable as more people own telephones, using Facebook is better when your friends do as well.
And the network benefits don’t end with you as the consumer; it’s also better for the companies who choose to advertise on Facebook. With hundreds of millions of users and a self-furnished list of their tastes and preferences, there is no alternative social networking site that can offer a better target audience for launching ads. It’s these network effects that create a huge barrier to entry for competing social networking sites (like Google+) to challenge Facebook, even if they offer a better service. Why has Google+ not succeeded thus far in threatening Facebook’s social networking dominance? Because everyone and their mother uses Facebook and advertisers can reach a much larger audience.
So while there are reasons to think Facebook isn’t worth $100 billion, the network effect gives the company a firm hold on the industry. And that is something that will make investors “Like” Facebook’s value.

