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Online marketing agency Pinpoint Designs says Facebook must continue to evolve, and expand what it offers to users, to stay successful.
It says the social network is going in the right direction by developing its empire, and "could easily morph into a search engine, music or dating service too."
Facebook Inc CEO Mark Zuckerberg has said the company expects to grow its headcount in 2013, as it invests in new products.
Zuckerberg said the world's number one social network will be focused on building the business for the long-term and will not be operating to maximise profit in 2013.
The announcement comes as it is was revealed that Facebook's revenue in the final three months of 2012 has gone up 40% compared to 2011 - to $1.585 billion.
Facebook's biggest challenge and its greatest opportunity now lies in mobile devices. Most Facebook users access it using a mobile phone or tablet computer, but the company only started showing mobile ads about 9 months ago.
Facebook said it generated 23%, or $306 million, of advertising revenue from mobile, up from 14% in the third quarter.
Facebook's revenue in the final three months of 2012 grew 40% compared to a year earlier - to $1.585 billion. The latest financial report shows daily active users hit 618 million on average in December 2012, with monthly active users at 1.06 billion.
More of us are also going mobile. There are 680 million monthly active mobile users compared to 618 million active non-mobile users.
In a statement, Facebook CEO Mark Zuckerberg said: "In 2012, we connected over a billion people and became a mobile company. We enter 2013 with good momentum and will continue to invest to achieve our mission and become a stronger, more valuable company."