The A-Number-One thing Facebook needs to do in order to improve their ad business is to increase the use of the "like" buttons, both on and off their site. Whil

The A-Number-One thing Facebook needs to do in order to improve their ad business is to increase the use of the "like" buttons, both on and off their site. While not Intent-To-Purchase, it is very much Interest, and from what I've seen in an anecdotal sense it's what makes their ads target well or not. If I were in charge of their ad department, I'd be focused extremely tightly on increasing that behavior in users. If I were in charge of their revenue in general, however, I'd be focused on Facebook Credits and how to become the top trusted marketplace for person-to-person transactions worldwide.