No Key factors O/T Weight Rating Value

1. Diversification of revenue source O 0.17 4 0.70

2. Investment in data protection and user privacy O 0.17 4 0.70
protection
3. Entering Chinese market via negotiations with the O 0.17 4 0.70
government
4. Formation of strategic alliances O 0.17 4 0.70
5. Cyber attacks, phishing and threats to online security T 0.09 2 0.17
6. Facebook may not be able to successfully integrate T 0.04 1 0.04
new business it acquires
7. Increasing popularity and sophistication of ad-block T 0.09 2 0.17
extensions
8. The threat of being banned in developing countries T 0.09 2 0.17
Total 1 23 3.34783

INTERNAL FACTOR EVALUATION (IFE) MATRIX FACEBOOK Inc

No Key factors S/W Weight Rating Value

1. Market leadership in the global scale S 0.22 4 0.89
2. Efficient capitalization on mobile advertising S 0.22 4 0.89
3. Evolving role as a news source S 0.22 4 0.89
4. Dependence of revenues only on advertising W 0.11 2 0.22
5. Challenges to sustain the revenue growth rate W 0.11 2 0.22
6. Dependence of the business on a few key personnel W 0.11 2 0.22
Total 1 18 3.33
Company IFE EFE
Facebook Inc 3.33 3.34783