Facebook and its "Sponsored Stories" for Marketers:"increase and amplify the impact of brand-related actions taken by consumers"

While Facebook largely denies that its recent changes are related to maximizing its ability to capture and capitialize on the information of its users and their friends, it's important to follow the business model.  Recent comments by Time Warners' The Cartoon Network on its use of Facebook help to clarify the intent of what Facebook is doing. 
Excerpt:

Cartoon Network has launched multiple campaigns with ties to its Facebook presence... Creating a bridge between fans' social media identities and Facebook is a key part of Cartoon Network strategy, according to Scott Thomas, vp of 360 consumer marketing for Cartoon Network.The campaigns have helped to grow a healthy Facebook fan base of 4.6 million.
 
According to Thomas, Cartoon Network looks at engagement in a way that approaches the Web GRP concept. The network looks at time online, the amount of viral content shared and the frequency and content of social conversations to judge the effectiveness of their campaigns. This approach is becoming increasingly common for major brands, and Thomas believes that looking at engagement should be the first step in judging ROI.
 
"Facebook isn’t a platform that we judge on click-through rate," said Thomas. "Cartoon Network is a brand advertiser and we look to deliver the most effective impressions with our marketing dollars.  Facebook’s Sponsored Stories are a perfect example of how no matter what the CTR is on the ad unit, the ability to deliver an impression that shows someone’s friend’s affinity for our brand is very impactful and powerful."
 
Thomas believes that Facebook's Sponsored Stories are a key component of a successful online brand awareness efforts on Facebook because they deliver brand messages on the basis of relationships and mutual interests.  A strategy focused on building brand awareness and engagement, Thomas believes, also allows communities to form organically around branded content.
 
"Our ads can create connections with our fans that will live on past the advertising campaign," said Thomas. "Facebook’s Sponsored Stories has allowed us to amplify the passion of fans who connect and share about our brand to more of their friends."