Facebook SDK import fails on command line

I am trying to import Facebook SDK in command line. It fails with message: Package has unknown format. The same package imports OK in the UI. The commands I try to run look like this: Create empty project: C:\\installed\\Unity\\Editor\\Unity.exe -quit -batchmode -createProject C:\\tmp\\unity_proj\\bar -nographics Import facebook: C:\\installed\\Unity\\Editor\\Unity.exe -quit -batchmode -projectPath C:\\tmp\\unity_proj\\bar -importPackage C:\\tmp\\unity_proj\\FacebookSDK-131022.unitypackage -nographics

Fails also with FacebookSDK-131121.unitypackage.

What am doing wrong?

I am running Unity 4.3.4 on Windows 7 Professional.