There are a few best practices that can be instituted in creating an effective Facebook page that garners customer engagement. I've always heard that pushing content to a Tab within Facebook instead of featuring information on the main page is a bad idea as customers won't see or access it. But a recent article on Mashable talks about the impact of tabs and how to make them work. The key is not just creating content that appeals to your target audience, but also ensuring you have a clear strategy with tabs. Tabs shouldn't require too many actions and should exist within the context of each other. But the most important thing is staying on top of driving traffic there. You can't just expect customers to keep coming back without being directed there. Definitely changes my perspective on things.
http://mashable.com/2011/12/09/facebook-custom-tabs/
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