I just read a great blog by the fabulous Ming Johanson from OTOTGo about 5 things you can do to improve your Facebook strategy. I am constantly encouraging my clients to think about their social media strategies and this really nails some key factors.
In particular I related to the second point to talk with people and not at them. Every single stakeholder communication you make should aim to add value to THEIR day, not just yours. After all the best communications in life are two-way. You can read the blog here.