Consider Facebook’s price-to-earnings ratio. At $100 billion/($205 million*4 quarters), that’s a P/E ratio of 100. (Yes, I know P/E ratio is not a great indicator of true stock value, but it is a great comparison of how a company is doing compared to how stock speculators think the stock is doing.) Which means that everyone thinks Facebook’s profits are going to skyrocket:
Sundaram says judging from this price these investors seem to believe that the company’s profits will double, and then double again, and then double again — all within the next few years.
For that to happen, Facebook will need to attract 10 percent of all advertising dollars spent on the planet “across all media – print, billboards, radio, television, Internet,” Sundaram says. While this is theoretically possible, Sundaram says it’s “an extremely low probability.”
Last year, Facebook had just over $3 billion in global ad sales. TV ad sales in the U.S. alone last year were $68 billion.
Facebook has convinced investors that its 1 billion users and deep data mining on its users will make it an advertising gold mine. Unfortunately for Facebook, it’s not a fledgling start-up with lots of room to grow. Instead, Facebook is plateauing, without a clear vision of how advertising will expand at a dramatic rate.
I’m not saying that buying Facebook stock is a bad bet. It may well be a good bet, as everyone else seems to be betting the same thing, thus raising stock prices. Irrational exuberance is all part of the game. But I am wondering why people consider Facebook such a “sure thing.” As far as I can tell, Facebook doesn’t actually make that much money, which doesn’t seem to be a recipe for long-term success.