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The Complete Idiot's Guide® To Facebook® by Joe Kraynak, Mikal E. Belicove

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Building and Maintaining Your Fan Base

“If you build it, they will come,” is as untrue a statement on Facebook as it is throughout the rest of the web. Building, growing, and maintaining an active community of fans through a Facebook Page requires two key components:
A killer Page with fresh, engaging, and interactive content.
Promotion. Yep, that’s right. You build a Page to promote something, and then you have to promote your Page. It never stops.
Facebook can’t help you with the first component. It’s entirely up to you to keep the content on your Page fresh and compelling and interact with fans regularly and in a meaningful way. Facebook does, however, provide you with several tools for promoting your page:
Become your own number one ...

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