Buying the FB IPO on Friday

I wouldn't touch FB. GM just dropped them after saying their ads don't pay for shit. Ask yourself this: "Who actually clicks on ads?"

Ads exist to change consumer behavior, not to generate clicks. TV ads have a lower click-through rate than FB ads, but not many people would argue that they're a waste of money.

Ads the optimize for clicks either overpromise in their copy or show cleavage in their preview picture. That's fine for direct response, but the biggest and most budget-insensitive ads are for branding.

FB is a huge, huge deal. Excluding Facebook, time spent on the Internet is declining. That's how big a deal it is. The real question is how much value FB can extract from the massive shift in consumer behavior that they're enabling. That's a tougher question, but there aren't any good pat answers.

It will be exciting to watch.. on the sidelines.

Just for the record...

GM Total "Likes" = 379,379 Ford Total "Likes" = 1,504,023

GM dropping them shouldn't scare off too many people/investors...there's an old saying "If you don't use it, you lose it." That seems to be what has happened.

*This is not meant to start a GM vs Ford debate