There is a clear indication that Facebook is focusing on increasing its revenue per page view with increased effectiveness of ads.

FORBES: Facebook Survives Earnings Scrutiny With Ad Growth And Expansion Efforts

This rapid growth will be driven by certain factors like increased effectiveness of advanced targeting techniques, consumer sentiment toward irrelevant ads, growing use of internet and increased sophistication of online marketers.

FORBES: Behavioral Ads Rock But Akamai Stock Is Still About 60% Overvalued

They studied several different brands and found that Word of Mouth increased marketing effectiveness up to 54%.

FORBES: Quick: What Are They Saying About Your Brand?