I think FBs ad strategy was amazingly pathetic up until the IPO. They only have to do the simplest ad strategy things to increase revenues such as plugging their inventory into ad exchanges (which they did). So because there was so much low hanging fruit I'm getting in before earnings expecting the earnings to be good.
If the earnings report is good then there might start to be a more positive glow around this stock. The media might start telling the story of how FB's mobile strategy will make it what google was for desktop. Some people will buy that story and the stock and I'll sell it to them.
Tech stocks need a story and a reason to believe. FB's got the story with social and mobile but we'll see when the earnings come out if they can create the reason to believe. If they do then I'll make 20-30%, if not, then I'll liquidate fast.