Facebook Inc., owner of the largest social-networking service, rose 5.3 percent to a six-month high amid optimism that the company will benefit from new advertising efforts to drive revenue.

There’s also hype about an upcoming Facebook media event.

The stock jumped to $30.59 at the close in New York, the highest level since July 13, and has rallied 73 percent from a record low in September.

Perhaps helping drive up shares was the news that Facebook (Nasdaq: FB) it sent out invitations to “come and see what we’re building” Tuesday at its headquarters in Menlo Park, Calif.

The company will say nothing more about the event.

Speculation ranged from a Facebook phone, something the company has consistently denied exists, to new search capabilities that would put it into direct competition with Google Inc.

The company emailed invitations to reporters and bloggers Tuesday and by Wednesday.

Though still below its initial public offering price of $38, shares have risen steadily since November as investors grow more confident that the social media site can make money through its growing mobile audience.

Facebook is overcoming skepticism about whether it can generate sales from advertisers seeking to reach people who socialize on mobile devices. Investors are gaining more confidence in the company’s ability to make money from its new advertising services, including mobile, said Brian Wieser, an analyst at Pivotal Research Group.

“The market is starting to appreciate that there is real money there,” Wieser said in an interview.

Desktop advertising is benefiting as well with the Facebook Exchange, which helps companies target marketing messages based on users’ past Web activities, he said.

“Facebook is a must own core stock in the media and Internet space, with several potential growth catalysts over the next two years,” Anthony wrote.

Facebook will announce fourth-quarter financial results on Jan. 30.