Now that Facebook has conducted a small test of charging users to promote their status updates, isn't it inevitable that, as a public company, Facebook will have to start dinging users in earnest?
The other day, one of Facebook's bigger clients was privately complaining to me.This gentleman is in charge of digital advertising for a worldwide company. He told me: "First they charge me for ads. Then they try and charge me again in order to make sure those ads get seen by more people."
He was referring to Facebook's presentation in February when it suggested brands have "Premium ads." You know, ones that might be enjoyed by more than the estimated 16 percent of fans who actually see a brand's messaging currently.
It's hard not to imagine that -- despite Mark Zuckerberg's insistence that Facebook will always be free -- the soon-to-public company will have to seek more revenues from its biggest franchise: every single one of its users.
The principle behind the test aimed at users this week was the same as that aimed at advertisers: "Not too many people see your very important Facebook updates. So pay us and we'll make sure they do. Or at least we'll try."
The method suggested was that your important post would be highlighted -- for a fee of 1.80 New Zealand dollars (around $1.42). Actually there seem to have been several price points, one going up to the $2 mark.
The situation for users is even worse than that for advertisers. On average, a mere 12 percent of your friends see your status updates.
One can understand Facebook's problem. Too many people use it. Too many posts are being created. Too many people miss most of what's there. Yes, it's just like Twitter.
To make this more disturbing for the company, there's a joyous train hurtling in the other direction: the Church of Wall Street.
Those who demand that Mark Zuckerberg pay them the same respect as he would pay God -- yes, by wearing a jacket -- are only interested in money rolling in.
When they lose money -- such as the $2 billion misplaced by JP Morgan Chase this week -- they might bow their heads for a short moment and carry right on doing the same thing.
But if Facebook's numbers fall short, they will be all over the company like a scratchy hoodie.
It is that sure knowledge that is driving Facebook to find every possible avenue of revenue.
Facebook is trying to make as much money out of brands as it can. It is trying to sell them every possible interpretation of its numbers in order to squeeze out cash.
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