I have been a marketer/promoter/advertiser for quite a few years and nothing beats Facebook for effectiveness, directness, engagement and cost. Everything I know about Facebook I have learnt myself. I have never read a book, listen to a lecture or spoken to a Facebook expert. I have visited a couple "Facebook expert" FB pages and what I have found is that they don't do it themselves. But you know what? There is not a hair salon in Australia that I can find that does Facebook better than us.
One of the great things about Facebook is that it has a metric called "People talking about this". It is a great way to compare pages. As I write about this, our "People talking about this" is 502 which is more than 20% of our total likes.
There is no secret to Facebook. Just engage in conversation. Listen to your audience and try a few things. See what works and what doesn't. You need to think like your audience. But also, don't sell to them, don't shout at them; engage them in something familiar or passionate about.
I am proud of how good we are at Facebook. I find it easy. But it is almost an obsession to think of the next great post. Some are terrible which you thought were great, and some are great which you thought were terrible.
Perhaps we should run a workshop on Facebook. If you're interested, let me know. If you've got any questions, let me know. I'll blog sometime about some specific things that really work. I mean, this stuff is EASY!