Even though it's the title of the post and it's mentioned 8 times in the text.
Type 'Facebook advert' into Google Images or Google Video and you don't get any ads for Facebook, they've never had to make any as far as I know. But that's not to say that Facebook has never appeared in media spaces that hold advertising, they probably appear more often than those who are paying to be there.
I was listening the BBC World Service this morning and the word 'Facebook' was mentioned atleast 5 times in 30 minutes. It's such a normal part of everyday conversation now that we don't even notice it's mention. But should we? Facebook is a commerical organisation geared for profit like any other, when they get mentioned they get awareness, and increased user engagement which can then be sold back to advertisers for a reason to be there in the first place. Like a snake eating it's own head advertisers are helping to create a media channel monopoly by plastering 'like us on Facebook' everywhere and then having to pay out the other end for what they've created to get their ads into Facebook.
This free advertising ride has come to an end on French Teleivision atleast. Broadcasting regulators have issued a stern warning that name dropping both Facebook or Twitter and encouraging users to 'check us out on --- and ---" is to stop unless the companies pay for that promotion of their brand.
Will be interesting to see if any others follow.