Is Facebook social media's Procter & Gamble?

With the WhatsApp acquisition, Facebook might be building out a catalog of brands that expands the company's reach. "Facebook appears to be using the Procter & Gamble playbook for building a 'house of brands.' This playbook is about building a portfolio of businesses that often will compete against each other but ultimately give your company a larger market share," writes Dave Knox, a former brand manager for Procter & Gamble.

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