Now that Facebook has gone public something will need to be done to appease the investors. Facebook needs to show revenue growth and can no longer rely on an estimated worth. Money talks and Facebook will need to start collecting a lot of it. There’s no way Facebook will ever start charging its private users (unless they’re very dumb), this means that brand pages will be the ones to feel the effect of the IPO.
Ads are already an important part of Facebook’s revenue and now an even bigger emphasis will be placed on getting brand’s to run ads. This means more ad formats are most likely on the way and sponsored stories will almost definitely begin to play a larger role in the Facebook advertising platform.
This increased emphasis on ads may mean that smaller brand pages with less money to spend may start having a harder time generating new fans. Organic growth is never guaranteed so the smaller companies with less to spend may want to start cultivating amazing content now before the start to fall behind their larger competitors. The attention span of a Facebook user is short, you want to stay in your fans’ newsfeeds and get on the radar of those who don’t yet “like” your page.
The IPO is a great thing for Facebook, and it will definitely be a good thing for brands with money to spend, but the smaller companies better be prepared. Changes are coming and you don’t want your page that you’ve worked so hard to build and manage to become irrelevant in the post-IPO Facebook world.