????乍一看來，這樣的比較簡直風馬牛不相及，因為從上季度來看，F(xiàn)acebook營收是LinkedIn的5.7倍。但請考慮以下兩個因素：第一，僅僅一年前，F(xiàn)acebook營收還是LinkedIn的7.7倍。所以在一年的時間里，兩者之前的差距已大大縮小。未來幾年，F(xiàn)acebook將開始面臨增長乏力的困擾，其增長率或將進一步下滑。

????第二，雖然LinkedIn的規(guī)模要小得多，但其每用戶收入要高于Facebook。上個季度，LinkedIn的單用戶月收入為1.83美元，F(xiàn)acebook只有1.17美元。過去一年，LinkedIn的每月活躍用戶數(shù)量增長了37%，達到1,300萬人，F(xiàn)acebook的增幅則為33%。

????可以說Facebook和LinkedIn的用戶增速都比較理想。不過要說到從用戶身上賺錢，LinkedIn顯然更勝一籌。而投資者只需要知道：隨著Facebook成長，從收入方面而言，其增長是不加選擇的。Facebook主動接觸那些對互相具有極大個人價值的用戶，但這些用戶對投資者而言卻沒有什么商業(yè)價值。

????而LinkedIn從每位用戶身上賺到了更多的錢，盡管這些用戶每個月在LinkedIn的社交網(wǎng)絡上花的時間并沒有達到8小時那么長。（有一項統(tǒng)計稱，LinkedIn用戶每月僅在該社交網(wǎng)絡上花17分鐘。）但LinkedIn充分挖掘了這些時間的商業(yè)價值——不是通過發(fā)布廣告，而且通過招聘信息以及高級訂閱，兩者各占LinkedIn總收入的54% 和20%。展示廣告和其他廣告僅占LinkedIn總收入的26%。

????廣告占Facebook總收入的82％。這是Facebook與LinkedIn之間的天壤之別。Facebook嚴重依賴廣告。在從用戶身上榨取廣告收入這方面，F(xiàn)acebook比MySpace做的強得多，盡管如此，它仍是一家社交媒體網(wǎng)站。這意味著，在Facebook上，用戶都是沖著內容來的，但他們不會點擊廣告。因此，通用汽車（General Motors）拋棄Facebook的消息傳來后，沒人感到意外。

????LinkedIn則從社交媒體網(wǎng)站轉型為求職招聘網(wǎng)站。它契合了一條古老的諺語：社交媒體并非最終目標，而是一項用于特定戰(zhàn)略的功能。為了達到這個目的，LinkedIn發(fā)掘了一個自己能深耕多年的市場，但Facebook卻將幾十億美元都砸在了一個可能沒有未來的平臺上。（Twitter上有這么條消息：難道Facebook的成功不是建立在25歲以下的年輕人身上嗎？我很想知道現(xiàn)在的Facebook是不是已經(jīng)被說中了。）

????換句話說，如果LinkedIn是社交媒體版的書面簡歷，那Facebook是什么？是社交媒體版的高校自助餐廳嗎？用戶時刻要操心的是應該坐在哪張桌旁，誰會和自己一起進餐，又有哪些人自己不想和他進餐。

????兩家網(wǎng)站都是大量感性化現(xiàn)實生活的寫照。社交網(wǎng)站正是依靠人類情緒推動的。不過有一些情緒只屬于的朦朧青春期，而另一些則來自于正在尋求自身定位的成年人。也就是說，有這么家社交網(wǎng)站，它的基礎更接近人們成長的現(xiàn)實世界。

????難道Facebook上億的社交媒體用戶就不會長大成人嗎？投資者們似乎認準了他們會成長。但至少在本周，投資者們將未來押在了LinkedIn上。

????本文作者凱文?凱萊赫是舊金山灣區(qū)的一位作家。歡迎隨時訪問他的Twitter賬號cafeteria table on Twitter。

????譯者：項航

????That might look like an apples-to-oranges comparison, because Facebook's revenue in the most recent quarter was 5.7 times that of LinkedIn's. But consider two things: First, that only one year earlier, Facebook's revenue was 7.7 times that of LinkedIn's. So in the space of one year, that gap has narrowed significantly. As Facebook begins to face limits to its growth in the next year or so, the ratio could shrink even more.

????And secondly, although LinkedIn is noticeably smaller, it's already getting more money from each user than Facebook. In the most recent quarter, LinkedIn took in $1.83 for every monthly user. Facebook took in $1.17. The number of LinkedIn's monthly active users grew 37% to 13 million over the past year. At Facebook, the number grew 33%.

????So the number of users are growing comparably fast on both Facebook and LinkedIn. But as they do, LinkedIn is doing a better job of getting revenue from each user. And that's all investors need to know: As Facebook grows, it grows -- from a revenue standpoint -- indiscriminately. It reaches out to users who offer much personal value to each other, but little monetary value to Facebook investors.

????LinkedIn, meanwhile, makes more money from each of its users even if they don't spend eight hours per month on its social network. (By one count, it's only 17 minutes per month.) But LinkedIn has managed to mine those precious minutes for all they're worth--– not through serving ads, but through job postings and premium subscriptions, which account for 54% and 20%, respectively, of LinkedIn revenue. Display and other ads only account for 26% of LinkedIn revenue.

????But ads account for 82% of Facebook revenue. And that's the real apples-oranges difference between Facebook and LinkedIn. Facebook relies heavily on advertising. And even though it's done a much better job of wringing ad revenue from its users than MySpace, it's still a social media company. Which means, on Facebook, people come for the content, but they don't click on the ads. That's why no one was surprised to hear that General Motors (GM) was disenchanted with Facebook.

????LinkedIn, meanwhile, turned its social network into a job-hunting and recruitment site. It took the old adage that social media isn't a destination but a feature directed at a specific strategy. In doing so, it found a market it can serve for years, while Facebook invested billions in a platform that could be irrelevant tomorrow. (This single tweet made me wonder if that wasn't already happening: Didn't Facebook build its success on listening to people under 25?)

????Put another way, LinkedIn is the social-media version of a printed-out resume. Facebook is the social media version of... what, a high-school cafeteria? Where you worry about whose table to sit at, who will eat with you and who you don't want to eat with?

????Both of those are real-life situations with a lot of emotion to them. And social networks are driven by nothing if not by human emotion. But some of those emotions are about being an adolescent, and others are about being an adult finding one's place in the world. That is, one of these social networks is more grounded in the real world where people grow up.

????Will the hundreds of millions of social media users grow up? Investors seem to be betting they will. They are – this week at least – pinning the future on LinkedIn.

????Kevin Kelleher is a writer in the San Francisco Bay Area. You are always welcome to sit at hiscafeteria table on Twitter.