By Somini Sengupta, The New York Times
Published: May 31, 2012

In Ames, Iowa, Mr. Zaback came across a plug from another friend the other day. Steven Good’s name and face popped up on his news feed, with the announcement that Mr. Good “likes” American Airlines.

Mr. Good, 30, was not surprised. It would be naïve, he said, to count on an entirely free deal from Facebook. As the social media manager for Phi Delta Theta, a Christian college fraternity, he was experimenting with sponsored stories himself, hoping to leverage “likes.”

If you use the site, Mr. Good argued, you should be prepared to be used. “It’s the nature of the beast that is Facebook,” he said.

Full Article: http://www.nytimes.com/2012/06/01/technology/so-much-for-sharing-his-like.html