Nolan Connor's blog post about Facebook

In order to promote a business's Facebook page, one must first create a goal for their page.  They could wish to improve sales, web trafficking, customer feedback, or just getting more users to "like" their page.  In order to get people to "like" a companies Facebook page at first, a company must first take advantage of any established presence they already have, even if it's only an email account or any other advertisement they have been using and direct their target audience towards their Facebook page.  They must also take advantage of Facebook's free tools, such as asking survey question.  It is also essential that the company keeps their page relevant and attracts people's attention with promotions that could include cool prizes.  Another tactic is to invest in cheap Facebook advertisements in an attempt to grab more users' attention.

Once the company has engaged a good amount of users to "like" their page, they must do what they can to maintain these users.  One way a company can do this is with interesting status updates.  Some status updates that grab people's attention are "Click Like if you agree", "This is a MUST read/watch", "Any suggestions", or everyone's favorite "Get $ off!"  In order for a company to make sure that their posts are being seen by the correct target audiences, they must do a little experimenting with posting at different times in order to see which time they are getting the most engagement out of their target audience.  Another form of customer engagement that seems to work greatly with Facebook users are contests.  By creating contests, a company will attract more attention and if successful, could bring even more Facebook users along the next time around.

Sometimes however, gaining "likes" on Facebook does not always translate into a ROI.  The users following a companies page aren't always necessarily "fans" of your page.  According to Mashable.com, the company Grey Poupon is considering to be the most exclusive page on Facebook.  They are considering to have users go through a test to see if they would be a fit for their social media community.  If a Facebook user does not take the test, Grey Poupon will delete them as a fan.  For more information about Grey Poupon go to http://mashable.com/2012/09/13/grey-poupon-facebook-marketing-campaign/