When he was on Mixergy, Shoemoney told me how he uses Facebook ads effectively too. But Threadless uses them differently. - They only advertise to their fans'

When he was on Mixergy, Shoemoney told me how he uses Facebook ads effectively too. But Threadless uses them differently. - They only advertise to their fans' friends. - They do NOT expect to make sales directly from the ads. - They use the ads to get more fans on their Facebook page. Their business model is based on growing their community, so this approach works well for them.