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5 

Improve ad products. With the IPO this is a vital aim 

for Facebook, but it has to be balanced against the 

other elements of the strategy, particularly number 

2 above. Facebook states: ‘Our advertising strategy 

centers on the belief that ad products that are social, 

relevant, and  well‑  integrated with other content on 

Facebook can enhance the user experience while 

providing an attractive return.’

6 

Build a scalable infrastructure. Facebook describes 

its investment in software and hardware infrastruc‑

ture that enables their aim to provide a ‘unique, per‑

sonalized experience to each of our users around 

the world’. To do this, Facebook explains its tech‑

nology investments as focussing on analytics and 

development in areas including content optimisation 

and delivery, graph query, media storage and serv‑

ing,  large‑  scale data management, and software 

performance.