Thats again a very informative article on facebook. My personal advise is use social media platforms for building community, spend money on developing applications and ideas that can keep your community engaged rather than paid advertising on these platforms.
Even if facebook or any other SM platform raise their standards, it would be little too much to expect good ROI from paid advertising from them because of their basic social nature. Relevant CTR would always be too low.
Brands like Starbucks uses facebook effectively. They have millions of fan following but not through paid advertising. They have build community around their brand and managing it effectively by actively participating in the community.