More than four million businesses have company pages on Facebook, CEO Mark Zuckerberg said in a letter to investors included in the company's IPO filing to the Securities and Exchange Commission. And for good reason: A Facebook company fan page is a valuable marketing and publicity tool. Not only is it a great way for a business to appear approachable and friendly, it also allows a business to reach out to a wider audience. When a person "likes" a company's status updates or becomes a fan of the page, it can be displayed to all of that person's friends, their friends' friends, and so on, leading to exponential online exposure.
The key to success with a Facebook page is to set it up and manage it so that it complements, rather than competes with, the sponsoring company's website.