Nielsen has just produced a report looking into advertising on Facebook, and makes the distinction between paid- for media and earned media. The report argues that a combination of the two is most effective.
Earned media refers to the more natural online community sharing of content. It’s a bit like a classic combination of PR supporting advertising. Only that traditional PR techniques don’t really apply to the world of social media. It’s more a case of giving your audiences genuinely relevant information they are very interested in and likely to share. Rather than bombarding them with news you think they should be interested in!
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