1. Fan page - Facebook had personal profiles and groups from the start, but a few months ago they added to the function called fan pages and made them more business friendly. Any business on Facebook should create a fan page for their business and start optimizing additional content there. The cool thing about fan pages is that it's now a lot like having another web site. You can add applications, newsletter sign-up pages and events and promote them to your friends on Facebook. When someone becomes a fan of your page, your updates on the page show up on their wall giving additional exposure. I wrote a pretty comprehensive post on the subject of Facebook Fan Pages here. Also, check out the Duct Tape Marketing Fan Page - http://www.facebook.com/ducttapemarketing - note the brand optimized URL - that's pretty new and something you should take advantage of.

2. Custom HTML - this one's a little more technical but when you create a fan page you will see that your page comes with tabs for various categories of content you create (each tab has it's own URL so you can promote each section on your fan page around the web). Using the Facebook Mark-up Language (FBML) you can create custom boxes of HTML content, like newsletter sign-up pages, blog RSS feeds, and white paper downloads just like you might on your web site. FBML is a Facebook application you can get here. I've also done a quick little video showing you how to add FBML custom HTML here.

3. Special content - Give your Facebook fans a little something extra they might not find on your blog or web site. Upload images from your PowerPoint presentations, articles from the local publication you contribute to, or on the fly videos created using the Facebook video application. You're bound to find some crossover from other social networks like twitter, so give the Facebook users something unique. I know some people caution about reposting twitter here, but I think it's perfectly fine. I get lots of comments from people who just happen to like to use Facebook more than twitter and this way they still get updates.

4. Events, videos and apps - Use the heck out of all of the Facebook applications. (Here's a post I did some time ago about some of the best Facebook business applications, many of which are now compatible with pages.) Promote events, upload or record video, hold contests and polls. All of this extra engagement is so easy to do using pre-built tools. And don't forget to integrate your Facebook activity back to your web site and blog using a Facebook Fan Box - I wrote about the Facebook FanBox tool here.

5. Ads for awareness - I think that Facebook has built one of the better ad targeting tools going. You can target ads to Facebook members on all kinds of criteria and run pretty low cost campaigns. The trick though is to run campaigns that are compelling and promote your FaceBook Fan Page instead of trying to sell something. Promote your white paper, events, and educational content - create awareness about your great content and your will get the chance to earn the trust it takes to actually sell something to someone. Here's where you go to find more info about Facebook Ads. And, I wrote about using Facebook ads to create awareness here.