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Beside FB strategy being aligned with all Marketing Communication strategies and Sales goals, I would recommend:
. Add the social media icons to your site
. Add social media icons to yours email signature
3. Be clear about the purpose of yours FB´s page (promotion, sales, ..)
4. Send an email to your contacts letting them know that you are using FB and whats the purpose
. Determine the best day for post´s and how many per day
. Use questionnaires to catch more information from yours visitors/clients
. Use banners "call-to-action"
. Have a good content management for maximium advantage for yours target audience
. Use FB plugins
. Use FB Ads
. Use the @xxxxxx feature
. Develop a FB customized Page Tab or Apps
. Know how to read the FB statisticals information
. Use your own common sense to moderate the customers/visitor posts
. All actions in FB page, in my opinion, should be directed to the institution/company site
. Check frequently your page rank (in Alexa, for example)
. Do a very accurate segmentation in case you want to do FB advertising
. Communicate with your public (customers, visitors...), envolve them in your brand/posts/articles/ etc
