Facebook marketing is still in it's infancy as the site itself is only a few years old, and keeps re-inventing itself. Facebook has grown so big, so fast that it now gets more traffic than Google. The social networking site has 400 million users and is adding approximately a half a million per day. This astounding growth is unmatched by any other site online today. But marketing on Facebook is challenging; even Facebook itself has difficulty squeezing a profit out of its massive user base. This document explains only the options you have, but more details will follow regarding specific techniques of Facebook promotion, and how to success in social media marketing.
There are really only two other options for organizations to break into Facebook, and they are essentially the same thing: fan pages and group pages. In both cases you are provided with a profile page with a wall, similar to that of a user, where you can customize and publish updates relevant to your company and industry. Practically all businesses use fan pages over group pages as the latter tend to be more political in nature. When creating a Facebook fan page you have another choice to make: local business vs. brand. This should be based on the company's reach, but the only difference it makes is what fields appear in your profile description (such as "hours of operation" for example).
You also need to provide your Page with a name. Use your company name over something generic, since non-specific fan pages tend to perform poorly. Be very careful during the creation phase since there is no way to change the type of page or the name once it is created.
One last important consideration is what Facebook user created the page since they will become the owner for life. Other administrators can be added but only once the creating user's account is deleted will the page be released to the next admin.
Overall, fan pages work well when you have a strong brand, even at the local level, with an enthusiastic user base.