A year after Facebook's initial public offering, the question is: What's the plan for Facebook's future? What does it need to do to remain the dominant social network and to pull its stock price back above where it priced its IPO.

Rupert Murdoch Tweeted Thursday night a warning "Look out Facebook! Hours spent participating per member dropping seriously. First really bad sign as seen by crappy MySpace years ago.."

Facebook said the rumors that it's losing its cool factor for the younger demographic aren't true. In its most recent earnings call, in a response to a question about some studies showing a shift in behavior, the company called younger users its "most engaged and active." But the company acknowledged it's carefully watching the trend. Competition is rising, so investors are wondering what Facebook will do to hold on to its crucial, and often fickle, younger users.

When Facebook went public a year ago, the spotlight was on three principal characters: CEO Mark Zuckerberg, COO Sheryl Sandberg, and CFO David Ebersman.

The three C-suiters were on the public stage throughout the company's road show presentations to potential investors, and literally on stage together as they rang the opening bell the day of its IPO.

Zuckerberg and Sandberg have had a particularly busy year; in addition to running the company Zuckerberg has gotten involved in philanthropy and political action, and Sandberg has been on book tour to promote "Lean In." But as the company grows, so does its bench of high-profile executives.

(Read More: Facebook Shares One Year On—Time to Reconsider?)

YouTube unveiled its subscription services for its YouTube channels, as it looks for a way, beyond advertising, to cash in on the 1 billion users per month that visit its site.

Though YouTube allows content creators to sell individual episodes or movies, this move seems like a dramatic shift as it treats its most popular videos like premium content—a move away from its emphasis on free, ad-supported video.

The pilot program starts Thursday in 10 countries, with 30 partners and 50 channels, ranging from full episodes of Sesame Street to Ultimate Fighting Championship fights.

News Corp. shares pushed higher after-hours following better-than expected fiscal third-quarter results. As with other media companies, cable networks are driving the media giant's growth—regional sports networks as well as the National Geographic Channels.

Cable strength offset declines in publishing and education. Ahead of the company's planned split of the media assets from the publishing and education assets this summer, this quarter's results highlights the potential for growth the former holds, and the risks inherent education and publishing.

The company the company expects total operating income for the fiscal year ended in July to grow in the mid to high single-digit percentage range.

With its stock trading at an all-time high, Disney delivered growth across each of its five divisions, beating Wall Street expectations on both the top and bottom line.

In an exclusive interview with CNBC's "Closing Bell," CEO Bob Iger called it "all in, a great quarter for the company." Showing the strongest gains, parks and resorts revenue grew 14 percent, while operating income grew 73 percent.

"Our parks and resorts had a great quarter that was helped a lot by some of our investments, notably at Disneyland and in Florida, but also our new cruise ships," Iger said.

Heading into its fiscal second quarter earnings announcement on Tuesday, Disney shares are trading around an all-time high, up about 50 percent over the past 12 months. With analysts growing increasingly optimistic this quarter, and the majority of analysts rating the company a "buy," the big question is whether the media giant will beat expectations as it did last quarter, sending the stock even higher.

Disney's biggest and most profitable division—media networks—will be in the spotlight. New carriage deals for ESPN, are expected to push revenues higher. Still, investors will have a keen interest in how advertising is faring at the networks. Disney's also been investing in its parks division, so investors will be looking for margins to start growing.

This quarter the studio, bolstered by "Oz: The Great and Powerful," faces easy comparisons to the year-ago quarter when big budget "John Carter" bombed. Perhaps even more important than this past quarter's films, are the current quarter's, including "Iron Man 3," which opened last weekend with the second biggest U.S. box office debut ever—$175 million. Though Disney never gives official guidance, analysts are sure to probe on the conference call for some indication of how the movie will boost the bottom line in the company's fiscal third quarter.

LinkedIn beat expectations, but growth across all three of its divisions, and member growth to 225 million, didn't help its stock, which plummeted ten percent after-hours. Wall Street focused on LinkedIn's disappointing Q2 outlook, which fell short of expectations, indicating that the company's growth will slow over the course of the year. What happened?

On the earnings call CEO Jeff Weiner talked about the success of new products it's introduced—like search, and a more automated hiring tool, with features like 'people you may want to hire.' As with Facebook (FB), LinkedIn is seeing ongoing growth in mobile usage. The company announced that with its new iPhone and Android apps it's seeing more than 40 percent increase in likes and comments per unique user. And it promoted the fact that its new 'Contacts' tool is its first that's launched on mobile and the desktop at the same time.

The business network's revenue grew 72 percent to $325 million, while Wall Street had been expecting $317 million. Earnings per share tripled from a year ago to 45 cents (non—GAAP diluted EPS), fourteen cents more than expectations. And growth is consistent across the board, with its biggest division, Talent Solutions, growing revenue 80 percent to $184 million. The two smaller divisions, Marketing Solutions (ads), and premium subscriptions, grew 56 percent and 73 percent respectively.

Facebook's mobile push seems to be working: mobile revenue now comprises 30 percent of all its ad revenue, that's higher than expected, and up from just 23 percent in the prior quarter.

That surprisingly high mobile ad revenue number reflects where Facebook is seeing its biggest usage growth, with 54 percent more mobile monthly active users than a year ago, 751 million. And 189 million people access Facebook ONLY on mobile devices.

CEO Mark Zuckerberg kicked off the earnings call by noting that 60 percent of Facebook users access the service daily. He honed in on the potential of mobile revenue, and Facebook Home in particular, cautioning that it's still early days, and it'll continue to roll out and evolve. And addressing concerns that mobile ads would turn off users, he said that the company hass been "measuring satisfaction in terms of ads," and "has not seen any impact."

(Read More: Facebook Mobile 'Failing': Porter Bibb)

He was followed by COO Sheryl Sandberg who talked about her focus on "mobile, measurement, and product innovation." Again, she stressed the opportunity in mobile, the fact that billions of people check their phones multiple times a day, means "the opportunity for us to connect people to marketers has never been greater."

When it comes to measuring Facebook's ads impact, Sandberg says they're looking far beyond click-through rates, to understand how seeing an ad (even if it's not clicked on) influences in-store behavior, and using a range of information to help advertisers improve their campaigns. "We can take advancements we've made on measurement on Facebook and extend them to a much larger audience and many more purchases," Sandberg says of its acquisition of measurement firm Atlas.

Facebook reported earnings of 12 cents per share, exactly what it earned in the year-ago quarter, and a penny short of estimates. Revenue on the other hand, grew 38 percent, more than expected to $1.46 billion, instead of the $1.44 billion Wall Street expected. The big focus was on mobile, where Facebook is seeing its greatest growth, with 54 percent more mobile monthly active users than a year ago, 751 million people. Average revenue per user came in at $1.35, more than Wall Street projected, thanks to stronger advertising, which comprised $1.15 of that.

(Read More: Facebook About to Get Facetime — With Investors)

On the earnings call there was very little focus on payments revenue, which came in stronger than expected at $213 million. But on the earnings call CFO David Ebersman said that while a record people are playing games on Facebook, Zynga's not part of that growth: Zynga's contribution to Facebook's payments revenue declined by 37 percent while other game-makers gained 60 percent.

In response to an analyst question about reports about declining usage among the key younger demographic, Ebersman said that younger users remain among Facebook's most active and engaged users. "The urban legends flow from surveys from younger users, and we take the feedback seriously," Ebersman said. "But much of this stems from the concern that this is a zero sum game. Services that allow you to connect and share are growing and it's great to be the leader."

(Read More: Facebook May Tap Its Search Graph for Advertising Dollars)

In a conversation immediately following the earnings release, Ebersman said that this quarter is about "investing for growth as we said we would, ramping up our investments in products that can improve long-term engagement, and also in the infrastructure to make sure we can deliver." And he acknowledged the key role mobile is playing. "A year ago mobile ad revenue was zero; we're pleased to have grown that to 30 percent. We believed mobile had the opportunity to be huge, and we haven't seen anything to dissuade us from that."

Ebersman says Facebook is focused on advertising: "The real priority is to help create higher quality Facebook ads that are able to deliver to the right audience. To do that involved building better products, better tools to help advertisers understand and optimize their spend."

This week Internet giants are going to Madison Avenue, to make the pitch for their online ads, with a series of what they're calling "Newfronts" ahead of the broadcast networks' "Upfront" ad presentations this week.

Their goal: convince advertisers their original shows, and ad targeting and measurement technology deserves a bigger share of their marketing dollars. Monday Microsoft and Yahoo unveiled their original shows and ad targeting technology.

Tuesday Hulu took the stage, against the backdrop of the fact that it's on the auction block for the second time in two years.

Hulu announced some new statistics, showing accelerating growth. In the first quarter its premium service, Hulu plus added 1 million additional subscribers, giving it 4 million subscribers total. And for the first time, in the quarter viewers streamed more than one billion videos. The company said it also set new records for revenue. Hulu wouldn't reveal exact figures, but noted revenue accelerated beyond the $695 million the company generated last year.