Facebook IPO: Can it Beat Google?

All eyes are on FaceBook after its recent IPO, just how are they going to generate more money to please their new shareholders? In quarter one of 2012 it is reported advertising rates increased by 40% while clickthroughs fell 8%. What does this mean for the the B2C market do they need to think before investing in ads with Facebook. Do they need to come up with a new ad model?  Just consider clickthrough rates decline by about half after they have been released for a day or two.