I think FB is one of those things that too many people think is a magic bullet, since it's the new hotness that "everyone" says you need to add to your marketing strategy. If you're trying to build a business with personality, authority, and personal connections it's a good way to go. Richard, you're totally using it the "right" way. If you just create a FB page and go "ok customers, come open your wallets" then you'll be disappointed. Just like networking or a chamber of commerce, you get out what you put in. I subscribe to a few marketing magazines and e-newsletters. There was a survey recently where a majority of respondents said they were gung-ho all in for social media marketing, let's do it, throw some serious coin at it, yeehaw. Less than 20% said they really understood how it would work or how they would even measure its effectiveness. These weren't just mom and pop businesses, either. If you're at all interested in using social media, Seth Godin's blog- and his books- are a good place to start.