Any other company? Really? Name a sufficiently large petroleum company: they automatically have more "users" than Facebook for something those "users" are automatically guaranteed to pay for. (Do anything and you use petroleum, directly or indirectly. Even getting out of bed in the morning requires energy, i.e. food, and that food was shipped using petroleum products and likely harvested with petroleum-consuming tractors as well.)

You can even get more potential from having a lot fewer users, but monetizing each user by a greater amount. Having tons of unmonetized users and looking for a way to monetize them is questionable at best.