Facebook is changing things. No matter where the company's stock is today, it's probably not going to alter Facebook's idea of how the advertising business should work. And Facebook certainly has ideas on that.

As the company announced at this year's Facebook Marketing Conference, Facebook's paid media emphasis going forward is on its Sponsored Stories. Essentially, these are snapshots of published content that becomes the message of the advertising.

Suddenly, ads aren't created in the way to which many of us are accustomed. And in changing that, Facebook is tossing out the ad industry's way of doing things for roughly the past 100 years.

As if that's not enough of a shift, there's also a new set of metrics to add to the mix. These metrics represent an entirely new way of evaluating which of your marketing messages are working -- and which aren't.

Although Facebook hasn't officially defined...