Even more towards the point of the essay, users of Facebook are not looking for products and services. Facebook lets people keep tabs on each other and maintain more acquaintances but almost no one goes to Facebook to locate goods or services.
The problems is not only that Facebook lacks the ability to pinpoint precisely what its users want in the manner that Google can, it's that Facebook is the wrong environment to sell specific things to people. Again: people use social sites to keep tabs on people, not to buy stuff or look for specific items or services. The only ads worth showing on Facebook are those that emphasize brand loyalty, and frankly, the money is better spent on television ads.
The problems is not only that Facebook lacks the ability to pinpoint precisely what its users want in the manner that Google can, it's that Facebook is the wrong environment to sell specific things to people. Again: people use social sites to keep tabs on people, not to buy stuff or look for specific items or services. The only ads worth showing on Facebook are those that emphasize brand loyalty, and frankly, the money is better spent on television ads.