Facebook to Biggest Advertisers: "for the first time, real identity, real relationships, real personalization"

It's important to understand what's really going behind the scenes at Facebook, given its tremendous reach and influence.  So the recent remarks of its COO Sheryl Sandberg at the Association of National Advertisers conference is instructive.  Here's some choice excerpts via Ad Age (and remember who is "listening in" to what you say and do via the world's most popular social media platform:
 
"If you look at the numbers for almost any brand, but certainly any brand that's invested any time or effort on Facebook, the number of people who are your Facebook friends massively dwarfs the number of people who visit your website," Ms. Sandberg said. "So I think one of the questions this industry needs to ask itself is why? Why continue to build as many microsites as we do when we know it's so much easier to reach people where they already are?"...We are big supporters of everything you do online and think you should be doing more not less." But she noted that "other ads only talk one way," whereas operating within Facebook with "for the first time, real identity, real relationships, real personalization, marketing can really fulfill its promise."