A report by comScore shows the marketing potential of Facebook to reach, not only an individual, but entire networks of friends.

If Facebook wants to justify that rumored $100 billion rumored IPO valuation, it’s going to have to build a huge advertising business.

Right now Facebook makes money from ads because it’s so huge that marketers have to buy its ads, but it hasn’t yet “cracked the code” on a format of advertising that’s innovative and hugely profitable the way search ads ended up being for Google.

However a report just out from comScore on how people use Facebook suggests that there’s truth to the hype. The big promise of marketing on Facebook is that a marketing message won’t just hit one person, but their friends as well. It’s that multiplier effect that gets marketers’ mouth salivating. Pascal-Emmanuel Gobry/The Business Insider.

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