If you are thinking about using Facebook, then you need to educate yourself on how to get the most benefit out of it. Much of the time people get overly focused on achieving the goal that they have in mind, and they don't look past their current ideas to see what kind of tools are available to them, or what their audience really needs. By learning about these things you are more likely to see fantastic results from your Facebook page.
While this may seem like an obvious point to some, you might be amazed how easy it is to find things to keep you busy on your own page. Do this enough and you can find yourself never leaving your sphere on Facebook. You need to make sure that you are getting out and talking to other people, posting on other pages, and sharing your expertise around so that you get noticed by new people regularly.
Updates, photos, news, and design features all work together to keep people intrigued by your page, so you need to make sure that they are being altered on a fairly regular basis. This will keep your audience engaged and coming back to see what you're up to.
Also make sure that you're not making too many of the same changes in a row. Status updates are great, and news about your industry is great, but by throwing in photos of your business members, tags relating to some of your customers, a little humor, or other things like this you will show more of your personality.
Along those same lines, having some of the "face" behind your business come through on your page is a good thing. There is a balance that you have to achieve between letting your customers see the real you and providing too much info. The brutal truth of business is that your customers really don't care about you - they care about what you can do for them. But when they get to see glimpses of the person behind the business entity, it gives them reason to trust you more.
There are many tools and resources that come built-in to Facebook pages, and many business owners never bother to learn anything about them. Not all of them will apply to all pages, and you may not like using any of them, but it is still good to know what you have at your disposal in case there is something that you could use.
Facebook is highly useful, but it isn't terribly complicated, so take a little while to learn about the features that are offered with your page. You never know what you may be able to optimize with them.
It really isn't difficult to set up a nice Facebook page and use it to its full potential. Getting it set up and running is normally the "difficult" part, and there are plenty of resources and programs that can help you make everything you do with your page a breeze. So get on Facebook and start seeing what it can do for you!