All Facebook has an interesting article about marketing on Facebook. They share 5 ways to fail at the largest social network ever. Here's what they say:
If we were to flip these points around, then you could say the way to succeed at marketing on Facebook is to understand your audience, be creative, track your efforts, build relationships, and hire the experts. That isn't so hard if you think about it.
You should attempt to understand your audience as a first step to marketing, period. Whether you intend to market your products online, through social media, or in traditional ways, understanding your audience is a key component.
And, of course, marketing is all about imagination. All successful marketers are creative. And they also track their results. These are two essential ingredients to any marketing plan.
Social media marketing is building relationships. If you don't focus on the most basic fundamentals, then why bother?
Finally, hiring an expert in social media means that you get to tap into the wealth of knowledge their experience has gained. Don't try to reinvent the wheel. Do what has been proven, hire the best, and put your nose to the grindstone.