Facebook offers an "unusual and extraordinary opportunity" for advertisers, according to Sheryl Sandberg, the chief operating officer of the social networking site.
Speaking at the Fortune Brainstorm Tech Conference, Ms Sandberg said Facebook was concentrating on growth and the monetization of the website, CNET News reports.
One of the most unusual benefits offered by Facebook was the chance to encourage a community to discuss a product, she commented, pointing out the effectiveness of a campaign which invited users to design Mazda cars and rate others’ efforts.
Ms Sandberg told the assembly that the tools for such campaigns – groups and pages – were already available on the site, but said that it was simply a case of advertisers using such media properly, the news provider reports.
"We need to do a better job to work with advertisers so that they can use the tools," she explained.
MediaPost’s Performance Insider has advised those considering online marketing through social networking to provide some sort of motivation for people to take part in a campaign.