Facebook is to launch a site to enable advertisers to view and comment on advertising campaigns on the social networking site.
The site, dubbed Facebook Studio, promotes the concept of social advertising, in which consumers are targeted based on their social network and are invited to interact with marketing campaigns.
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Facebook Studio hopes to show social advertising is a creative, getting ad teams to share, like and comment on creative work published on the new site.
The social networking firm began its campaign by inviting a select group of UK advertising leaders to meet Facebook's top executives at an "influencers' summit" last month in Palo Alto, California, according to the Financial Times.
The summit highlighted the word-of-mouth power of Facebook and its impact on advertising, and the use of conversational language to engage with consumers.
Oreo, for example, posts questions on its wall like "What's your favourite part of an Oreo - the cookie or the creme?" Almost 10,000 people responded, and all of those comments then spread exponentially to their friends' news feeds.