ike any social tool, Facebook needs to be worked in order to achieve specific marketing, event or fundraising goals. Yes, you need to have a an effective Facebook Page where fans can easily interact (see “11 Quick Tips to Enhance Your Facebook Fan Page” by @franswaa). And yes, you need to have compelling content.

However, even with all this, if you don’t consistently nurture your Facebook relationships, you’ll end up with visitors — potential fans — wondering, “Are they still in business?”

What you get by working your Facebook levers

• You’ll grow your fan base organically, which means they’ll stick around.
• You’ll be able to identify your biggest supporters.
• You’ll stay current on what’s important to your fans (also called “market research”).

Facebook levers (manual)

Many of the levers you pull on Facebook require time, attention and consideration. You can think of these as the manual levers.