The latest "must have" in the marketing world seems to be the number of "likes" your company has on Facebook or followers you have on Twitter. But, just like your web site or any other means of communicating with customers and prospects, you need to have engaging content. I came across a blog article that discusses fan engagement on Facebook and also references a white paper.
Recently, the Sage ACT! Team updated our Facebook pages (http://www.act.com/facebook). The goal was to create new and engaging content. We created a new Welcome Page tab with relevant content like what's new, current promotions etc. We also created new tabs for our customer testimonials and videos. In the coming months, we'll be announcing a contest on Facebook along with our annual Road Show.