Crush or Flush members can now give advertisers a thumbs-up or thumbs-down -- just like they do with each other.

IceBreaker Inc’s mobile social networking site added Golden Ticket, a component that allows advertisers to create profiles for their wares, just as members create profiles for themselves. Community members can approve (crush) or reject (flush) the come-on; those who “crush” an ad are invited to click a link to interact with the company.

The Seattle-area startup said the pitches are targeted on tags in users’ profiles. IceBreaker said the feature “received positive feedback” during a trail with five sponsors earlier this year.

IceBreaker’s strategy highlights the biggest challenge social networking companies face: turning traffic into dollars. Even behemoths like MySpace, Facebook and Orkut are struggling to monetize massive followings online and in mobile.