Bess Yount, the  small and midsize business community engagement lead at Facebook, says businesses should follow a few rules to put that best foot forward.

Launching your page

"The first step is creating a page, complete with the details necessary for them to discover and connect with you," she says.

"Know your audience. Find out what they like and don't like. Learn where they are spending the majority of their time. When you can reach a specific audience with highly relevant content and messaging, you will see better results."

"On Facebook, you'll set yourself apart if you are true to yourself and your business."

Also, "don't just sell. On Facebook, you'll set yourself apart if you are true to yourself and your business."

Yount also has suggestions about what businesses shouldn't do. "Don't over-commit on social media," she says.

The power of mobile

"Don't forget to think mobile-first. The way people are consuming content is fundamentally changing. You need to make sure that when you have a story to tell, you are telling it clearly, concisely and visually. Don't just 'spray and pray.' On Facebook, you're able to spend your marketing dollars reaching your exact target customers."

The site is also helping with more tailored advertising formats: "Because Facebook is focused on real people—not cookies,” she explains, “we can measure the impact of your ads across devices."