Facebook hosted its first earnings conference call today since the company went public earlier this year. Facebook CEO Mark Zuckerberg kicked the conference by discussing the company’s overall business plan and vision for the future. Zuckerberg emphasized the importance of building its mobile platform saying that it is one of the company’s top priorities right now. The young CEO also said that the social network is now working on ways to generate more revenue from mobile ads.

Zuckerberg added that Facebook’s platform strategy will be to “create the identity and social layer that all new apps can be built on.” Joining Mark is Chief Operating Officer Sheryl Sandberg who discussed the advantages of advertising on Facebook. Sandberg said that the company’s advertising strategy will revolve around three areas – roll out new ad products, demonstrate ROI of Facebook ads, and make it easier for brands to advertise with Facebook.

Chief Financial Officer David Ebersman also showed up and talked about the company’s second-quarter earnings and said that hiring top talent is a key priority. When asked about the rumored Facebook phone, Zuckerberg said that the company would rather focus on mobile operating systems. “We want to not just have apps that people use but also be as deeply integrated into these systems as possible, as opposed to building out a whole phone, which wouldn’t really make much sense for us here,” Mark said.

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