5 guiding principles of Facebook marketing

Five guiding principles from Facebook's Best Practice Guide for Marketing on Facebook [.pdf]:

1. Build a strategy that is social by design. Social should be baked into everything you do, not added at the end of a campaign or done on the side
2. Create an authentic brand voice. People on Facebook are clear and open about who they are - be the same by providing straightforward information about your business
3. Make it interactive. People spend time on Facebook communicating and sharing with others, so always engage in two-way conversations.
4. Nurture your relationships. Just like in the real world, building relationships with people on Facebook takes time and requires a long-term investment
5. Keep learning. Facebook allows you to get feedback from people in real time, giving you the ability to iterate on the fly