Facebook as marketing tool

Many companies are tripping over themselves to figure out how to get their message in front of the Facebook crowd. 

The appeal makes sense ... there's an awful lot of eyeballs on Facebook. I'm just not sure they're a group you can necessarily market to in a traditional way, which is what most companies are having a problem with.

It's not about ads or campaigns as much as it is about making relationships... one by one and then using those relationships to spread a message that will (presumably) resonate with the audience you're created.  

I think we need to look upon Facebook as any other web site or portal with as many different people and persuasions as there are in the whole wide world (or world wide web).

The smartest thing you can do is set up a page that speaks to who/what you are and attempts to reach those people authentically by finding common ground on which to build.