If eyeballs alone guaranteed commercial success, then social TV would be a booming market already, but converting all those people using Facebook, Twitter and other social networking sites into business and revenue opportunities is proving elusive.
Indirect evidence for this came in the wake of Facebook’s flotation amid allegations that the lead underwriter for the deal, Morgan Stanley, had only told some clients that one of its analysts had cut revenue forecasts for Facebook, before the stock was available for purchase.
It was not enough just to put TV on Facebook, at least from the point view of view of advertising, for brands needed to find a new way of telling their stories to suit that medium. The prize for cracking that problem could be almost as great as Facebook’s value itself.
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