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ComScore ‘likes’ Facebook advertising

Facebook’s ally in advertising, comScore, is coming to the social network’s defense. The Internet analysis firm previewed a report that attempts to change the negative narrative surrounding newly

Facebook’s ally in advertising, comScore, is coming to the social network’s defense.

The Internet analysis firm previewed a report that attempts to change the negative narrative surrounding newly public Facebook and its advertising prospects.

Using Facebook for promotion can help sales, according to comScore, which found “a statistically significant positive lift on people’s purchasing of a brand.”

The vague finding is expected to be laid out in more detail when comScore releases the full report next week. However, yesterday Facebook shares rallied on the positive outlook, closing the day up 3 percent to $27.10.

Facebook’s advertising business has come under fire since the weeks leading up to the company’s initial public offering, when revenue expectations were lowered and high-profile advertiser General Motors pulled spending from the platform.

GM’s decision, which was made while maintaining Facebook’s paid ads don’t work, led to a debate on the effectiveness of social media advertising.

A number of analysts and industry observers defended Facebook and argued that GM did not fully grasp the power of the social network and its new products, such as Reach Generator, which gives brands the ability to communicate with all their fans.

ComScore’s report is a follow-up to last year’s “The Power of Like,” and is being met with some skepticism because the analysis has been conducted alongside Facebook.

Facebook is a comScore client, lending some question to the report.

The comScore report will argue that brand awareness is heightened through Facebook advertising even if users of the social network aren’t aware their purchasing behavior is being affected.

“The lifts in behavior as a result of exposure may be immediate or latent, often occurring weeks or even months following exposure [to Facebook ads,]” comScore said.

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