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With a reach approaching 15 percent of the world's population, Facebook is a thriving media business. In the last quarter alone, it raked in more $1 billion in revenue, almost entirely from advertising.
But to hear some people at big ad agencies talk, it could be a whole lot more.
And that's the double-edge sword hanging over Facebook these days for the company has become a victim of its own success. It's automating its process and using technology to increase efficiency. But that's not the same as dealing with a human being; big advertisers are a needy bunch who want hand-holding. However, plenty say they can't even find anyone at Facebook to take their calls -- or their money.