The DemandForce Guide to Maintaining Good Business Reputation on Facebook infographic provides insight on how to create a solid public image through effective online engagement.
Social networks like Facebook offer companies a more humanized way to engage and connect with fans. It's important to not forget that although Facebook offers a more casual space to interact, professionalism is still necessary. However, that doesn't mean that community managers need to be all business and no fun when it comes to creating content. Showcasing company culture through insightful conversations and photo galleries should be encouraged in a social media strategy.
A fundamental rule that applies to almost all social media channels is don't overdo it. Constant updates that lack meaning or purpose is simply annoying to even the most loyal fans.