Facebook Cracks Interbrand Top 100 Global Brands

By David Cohen 

Facebook’s initial public offering, shaky as it may have been, propelled the social network on to the list of the top 100 global brands in the Interbrand Best Global Brands 2012 report.

Facebook joined the list at No. 69, with Internet counterparts Amazon coming in at No. 20 and eBay at No. 36.

Interbrand wrote in its entry for Facebook:

Social media giant Facebook is a newcomer to our Best Global Brands report, after a momentous but rocky start to its public life. Facebook’s IPO in May broke trading-volume records, and it was the third-largest IPO in U.S. history, and the seventh-largest globally. That said, as of our print date (September 2012), the stock price was worth one-half of the original IPO price, and it is continuing to drop.

The controversy, however, hasn’t slowed the explosion of people joining the vast social network. With almost 1 billion people on Facebook globally, the negative activity around the IPO doesn’t appear to have affected the brand’s phenomenal growth, especially in developing markets. Its slowing growth in traditional markets is a real concern. Facebook’s historic role in the Arab Spring also proves that the brand is delivering on its mission statement: “Giving people the power to share and make the world more open and connected.”

The forthcoming year, however, poses some major hurdles for Facebook. The migration of users to its mobile platform is surging by 67 percent year-on-year — a good sign that Facebook remains relevant. The migration to mobile has resulted in one-third of Facebook users spending less time on the traditional site than they were just six months ago. Facebook must determine how to make mobile profitable very soon and without alienating users. But, if there’s a service that can combine relevant content with an ad model, Facebook seems more than up for the challenge.

Readers: Did you think Facebook’s ranking was too high, too low, or just right?