The stock has been socked since its IPO amidst concerns about slowing growth and fears relating to increased mobile usage having dampened investor faith. Although 2Q2012 earnings were in line with expectations, but a net loss of $157mn has left many disappointed. However, not all is lost with Facebook (FB). Prior to the earnings release, it wasn't clear how Facebook was going to deal with the mobile user base puzzle, and whether its new ad formats would monetize growing users. The surprise in advertisement revenue and initial signs of monetization from the new ad formats reiterate the management's strategic focus and efficacy in improving the operating performance of the company. But this is only one side of the story, and like its other internet company counterparts, it must prove the effectiveness of the proposed plans in the long run.