I agree that Facebook is huge and is great tool for more than marketing but for creating connections and engagement. It is important to have a fan page that looks good and incorporates good content for fans too but, creating a community with your fans is really where the magic begins but it's also the hard part which requires the most amount of work, strategy and planning.

Facebook will reach a saturation point as more and more people and businesses join so the important thing will be to know how to set yourself apart. Also, most people don't realize that there is a specific formula that Facebook uses for how often or how much your page will show up in your Fans News feeds. This includes how much interaction your page has on it and how often your fans actually visit your page.

I've probably learned the most about creating community and engagement on a Fan Page from a page that I help out on for a client who is also a social media coach. She is helping her client to learn how to to use Facebook for just exactly this reason (create community) and it's been fascinating to watch it grow. Not only did they gain several hundred fans in just a week, but almost every update they give gets between 5-15 comments from their fans. I call that a success and they have a created a community of people who are keenly interested in their events and business.

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Kimberly
Facebook Marketing Magic!