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FaceBook is really a good place to advertise but you must make some free deals and it all depends on the content of your website (not necessarily porn).
Create a personal profile and invite your friends and people who already visit your website or forum.
Create a group with the name of your website and invite all your friends. Most of them will join feeling the need to help you. Some will want to help more and they will invite their friends.
Try to keep your group interesting so that other people will invite their own friends.
To get a better result, it is better to use a girl's profile and add people you don't know. I bet 75% of the people whom you've added will accept the friend request. Then create your website group and invite them in.
Setting up a fun application in facebook would be a good step too but always link to your website. People who add that application will be advertising you indirectly.
Coming to making deals. Find other groups (or even events) which have a similar subject like your website. Let them send your website to all their members and in return put a small banner for them in your website or make a deal of getting them members (which can be done by inviting your friends by 1 click).
We've done a similar deal lately and we have a small banner for their event on our website and in return we are seeing people registering in our forum and becoming active from facebook.
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