Judgments like this one are missing the target.
The real victim is the public, not Facebook. After all, they could have placed some kind of limitation that prevent a user of sending more than 5 messages per 30 sec, for instance. That makes me wonder in which case a fine like this could really be to the advantages of the victims. What if it's a company that is sending spam? Frankly, if this case occurs, the company will probably close and some workers will loose their job.
Sending spam must be considered a criminal act - the real way "criminal" mean. I think that the only dissuasive punishment are the cold hard prison bars. Something between 5 and 10 years, without the possibility to use a computer for another 5 years. We have to send a clear message and stay away from the economic side of the crime because the only ones who get money in this story are the lawyers.