Facebook, long v short copy and more…

Is the Facebook bubble about to burst?

Facebook goes public tomorrow, valued by banking experts (if that isn’t an oxymoron) at somewhere between $77 billion and $96 billion. But the financial institutions who calculated FB’s worth won’t release the methods they used to reach their valuation.
In a fit of curiosity, a couple of Swiss risk analysts developed their own mathematical model, with startling results.
In their eyes Facebook’s fundamental value comes to just $30 billion: “Investors should be aware that everything they pay over $30 billion is just an option on future potential and everything over $60 billion is bubble money”. Bubbles burst, and faced with the choice between bankers and independent risk analytics experts, I know who I’d go with.
Even more worryingly for investors, the mathematically gifted duo have a warning to give. They believe the social network behemoth is about to take a dive as the next generation deserts it because “It’s something their parents are using.”

Round and round in circles – short versus long copy

Apparently there’s yet another debate going on about long copy versus short copy, with copywriters of both persuasions arguing the toss. We’ve been debating it for decades. Literally. My view? Your copy should be as long or as short as it needs to be to do the job.

Selling complex products and services takes more work than basic stuff, which generally needs less of a sell.  There’s only so much you can say about a paper clip. But if you’re selling a nuclear reactor you’d need to give your prospects more information.

Shortening links is brilliant for Tweeting, but…

It’s handy being able to shorten links in your Tweets because it means there’s more space to persuade people to click through. But because the url is unrecognisable, you miss out on a mini-branding opportunity. Swings and roundabouts…