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 Facebook Warns Brands that Scale in Social Won't Come for Free To Reach a Sizable Share of Your Fan Base, You'll Need Some Paid 'Stories' By Cotton Delo, Published on March 05, 2012 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. Register Now Already a member? Log in.