The three major social media sites have been pushing new tools out to their user communities aggressively over the past year. Each company has its own set of rumors, from IPOs to being on both sides of an acquisition. While the ultimate 2010 aims of Facebook, Twitter and LinkedIn may not have been revealed to us yet, it is clear that all three are looking for ways to beef up revenue and demonstrate long-term viability.

Whether or not Facebook goes public this year, it's still pointed toward that ultimate goal. The 350-million member social network is focused on finding new sources of revenue and gaining better penetration into those it already has. Even if it's more than a year away, it's never too soon to start shoring up your financial statements for an IPO. The latest new feature from Facebook, which has been announcing enhancements fairly rapidly over the past few months, is targeted directly at advertisers, underscoring the importance that the company's attaching to revenue growth.

For a mega private equity firm like Blackstone (BX), there's a need to get liquidity on a mega scale. So this week, the firm prepared for one of its holdings, Travelport, to go public. The deal could be worth as much as $3 billion.

Blackstone will float the deal on the London Stock Exchange. There will also be the issuance of 7.2% of the stock to Government of Singapore Investment Corp. (for about $225 million).

Facebook could use more older women, not to mention younger people in general. As the company pushes toward what is expected to be an IPO in 2010, it needs to shore up its user base in all demographics, if for no other reason than to diversify against a new social media platform that appeals to a specific community. So, even with the site pushing past 100 million monthly active users according to its advertising tool, with the addition of 5 million in December, there is work to be done if Facebook will make a successful entry into the public market.

Long derided by "serious folk" as a place for kids, Facebook's membership consists mostly of adults. Fifty-six percent of the user base is female, and 60% of users are 25 years of age or above. In fact, 20% of them are at least 45 years old. Some of the groups that are underrepresented are showing rapid growth. Men over 55 grew twice as fast as their female counterparts, though the younger generation moved onto Facebook most aggressively last year. Users age 26 to 34 showed the biggest overall increase in 2009, with 839,000 monthly active users. This represents a substantial shift from the trend earlier in the year, in which it was the later generation flocking to Facebook. Women over 55 didn't jump on the bandwagon as quickly as other groups.

Look, 2009 was a "flush" year. Market rallies were constrained by the low baseline set at the end of 2008, unemployment was high and caution defined nearly every corporate decision. The travel market sucked. The art market sucked. The financial industry labored on with the support of taxpayer money while 140 banks were forced to call it quits. So, we turn to the new year, as yet undefined, for excitement of the type we want ... and it seems likely to deliver. As Nero played from the rooftops, the social media industry inched forward to the climax we hope to see this year -- the initial public offering.

The action hasn't really begun, and the signals emitted are open to various interpretations. Nonetheless, Facebook's new dual-class stock structure is hard to miss, as it would protect the influence of early entrants to the company -- either as investors or options-compensated employees in the event that the 350 million-strong social networking site brings ownership opportunities to the public.

Early Tuesday morning, Barclays initiated coverage on AOL (AOL) with a rating of equal weight and a price target of $30. Barclays noted that AOL's "[current] valuation appears attractive." AOL is the parent of BloggingStocks.

Still, Barclays also cautioned that AOL faces "structural challenges related to the declining access business and use metrics, and its strategy of differentiation through content creation and more vertical sites will be difficult in an increasingly competitive online advertising space."

About a month ago, Dollar General (DG) pulled off a successful IPO, selling 34.1 million shares at $21 each. Investors were attracted to the company's long-term growth path as well as the trend for bargain-hunting for consumers.

This week, Dollar General reported its quarterly results. No surprise, the good times haven't gone away.

Look for a LinkedIn IPO, but not in the near future. Company co-founder and executive chairman Reid Hoffman has revealed his (and his investors') exit strategy, even if it could take a while to get there. Any social media company IPO would take a while to get off the ground in this market, since companies are being incredibly cautious. So, "not anytime soon" could coincide with a change in market conditions ... but Hoffman stopped well short of that.

At an event in London to celebrate LinkedIn's hitting the 3 million user mark in Britain, Hoffman said about the company's IPO prospects, "Probably at some point a balance will occur when that's the right thing. That will not occur in the near term." Worldwide, LinkedIn has 53 million members.

Facebook is implementing a new stock structure to make sure the founders retain control, immediately causing rumors about an impending initial public offering. Why would Facebook need Class A and Class B shares otherwise? Under the new structure, which is similar to Google's (GOOG), Mark Zuckerberg and other early entrants wouldn't have to worry about yielding the floor to outsiders when if the company goes public.

The stock structure was adopted to ensure that existing shareholders keep control on voting issues, according to Facebook statement. No details were given as to who the winners are in this arrangement, but a Wall Street Journal report says that, according to its sources, all current shareholders would be converted to Class B shares, which carry 10 times the voting rights of Class A shares.

Twitter is on the prowl. Though it made its last acquisition more than a year ago, company founder Biz Stone said on Tuesday that it's looking to add to the stable. There aren't any specific targets yet -- at least none revealed -- and Twitter is keeping its options open. The likely pool of potential acquisitions consists of third-party Twitter application developers, which is largely responsible for the micro-blogging service's growth in popularity.

Stone, one of Twitter's founders, said at a Tel Aviv news conference, "As our attention is grabbed by some of these developers, we will take a hard look at them." This refers to companies that develop applications for Apple's (AAPL) iPhone and Research in Motion's (RIMM) Blackberry. It also refers to developers for the Web and desktop, such as HootSuite and TweetDeck.

Wednesday's strong IPO of Fortinet is yet another sign that investors are warming up to early-stage deals -- especially of fast-growing companies.

So does this mean we'll see a public offering of a company like Facebook?

Maybe so. According to Bloomberg News, there has been lots of activity in the private shares of Facebook, which have spiked 42% over the past couple months. The valuation now comes to about $9.5 billion.

The markets were higher before the economic data came to ruin the party. CPI came in higher than PPI on the inflation front, but there was a real disappointment in housing starts considering that many were expecting gains there. Oil inventory contractions across the board failed to boost that market considerably. A late day rally looked like a positive close was in the cards, but the buying action was only so much.

Here were today's closing levels:

Dow 10,426.31 -11.11 (-0.11%)
S&P 500 1,109.79 -0.53 (-0.05%)
Nasdaq 2,193.14 -10.64 (-0.48%)

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Dollar General Store (DG) started as a wholesaler in 1939 and then became a retailer in 1955, when the company setup its first store. Since then, the company has grown rapidly. Now, Dollar General is the largest discount retailer in the U.S. -- that is, in terms of the number of stores (which is currently at 8,577).

A few years ago, Dollar General went private, with the backing of KKR, Citi (C), Goldman Sachs (GS), Wellington Management and the Canada Pension Plan Investment Board. It was at the height of the buyout boom, with a price tag of $7.3 billion. Only $2.8 billion was in equity.

Late Tuesday, The Wall Street Journal reported that Las Vegas Sands (LVS) is preparing to relaunch its stalled construction projects in Macau, China's hot gambling region. Financial woes forced Las Vegas Sands to walk away from the two construction sites a year ago, but newly secured funding means that the casino company can resume work on the projects as soon as January.

Las Vegas Sands disclosed in a regulatory filing on Monday that it secured $1.45 billion in financing from banks, and the firm is looking to lock down an additional $300 million. The gaming issue is also attempting to raise as much as $3.83 billion by launching an initial public offering (IPO) in Hong Kong of its Macau assets, about $500 million of which will be used to fund construction on the stalled sites.

Being 34% owned by the U.S. government, Citigroup's (NYSE: C) destiny is somewhat murky. Yet, to pay off the loans, this massive financial institution must shrink. To this end, Citigroup has filed a public offering for its Primerica Financial Services. According to the prospectus, the deal is expected to raise $100 million, but it's likely the amount will be much larger.

Primerica certainly has an interesting history. Back in 1977, an aggressive financial service executive, Arthur Williams, started the company, with the focus on providing term insurance to consumers as well as mutual fund products. However, he had an interesting twist on distribution: he used network marketing. Basically, a Primerica agent would get incentives by recruiting new agents. As a result, the company's growth exploded.

The IPO market has been pretty slow for the past two years due to the effects of a subprime mortgage crisis that turned into a credit crisis that turned into a worldwide financial crisis and recession. Nonetheless, two companies made their debuts Thursday -- one on the NYSE (NYSE: NYX), the other on the NASDAQ -- and they nailed it. Hyatt Hotels (NYSE: H) gave its investors a 12% gain on its first Big Board trading day, and Ancestry.com (NASDAQ: ACOM) switched those digits, jumping 21% in its first day of trading.

Hyatt Hotels overcame two major concerns. The worldwide travel market slump has been tough on hotel companies, and Hyatt has been subject to the same forces as everyone else. Also, investors may have been worried about infighting among the founder's heirs (the Pritzker family), but the double-digit price increase suggests that investors don't foresee Bancroft-style squabbles screwing investors -- or, if you don't like Dow Jones, now a part of News Corp (NASDAQ: NWS), Playboy (NYSE: PLA) makes the same point.