You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Earned Media May Be Efficient, but It's Far From Free Maximizing It Requires Much More Than Just 'Embracing' Facebook and Twitter By Pete Blackshaw, Published on April 13, 2009 9 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.