That's the direction television should head in. And, from this standpoint, Facebook isn't all that different than TV.

Facebook has made everything around it more social. Along with Twitter, Pandora ( P) and other new/social media leaders, we're not only becoming more social, our content ends up more personalized.

In fact, we need a more, not less, dynamic model. One that measures and rewards impact on both sides of the equation.

If an audience responds positively to your ad, it receives more prominent placement.

Marry this engagement with the platform's reach to ensure advertisers pay what's right; Facebook charges a reasonable and relatively objective rate; and creative teams and advertisers work harder to produce advertisements that look more like compelling content than intrusions or spam.

Rocco Pendola is TheStreet's Director of Social Media. Pendola's daily contributions to TheStreet frequently appear on CNBC and at various top online properties, such as Forbes.

If you liked this article you might like

How to Invest Just Like a Millionaire

Snapchat Maintains Edge Over Instagram in U.S. Signups, But Not for Long

WhatsApp Rejects UK Demand for Access to Encrypted Messages

Facebook Could Be Back in China in 2018

Amazon, Google and Other U.S. Tech Giants Face a Battle Over Taxes With Europe