When developing a group page for Facebook, make sure there is a solid strategy for the brand or product that really benefits from social networking. Incorporate it into a holistic approach and provide interesting content in an authentic voice that inspires interaction.

Resist the temptation to blast out content just because it's cheap; the short-term gains will be offset by long-term maintenance costs. While the numbers look daunting, and there are many more small failures than large successes on Facebook group pages, there is still a lot of room for positive interaction with consumers, provided that the user experience is well planned out and compelling.