michael evans offers a lot of the same ol same ol for attorneys looking to get on the facebook bus: it's more than like counts, conversation not broadcast, etc. one intersting point is his results from advertising, esp given facebook's relatively lower costs:
Evans also noted that like businesses, attorneys should offer something of value to their Facebook fans — something to keep them coming back. He offered the example of some kind of contest or aligning with a cause that people believe in. Evans also wrote about the power of Facebook ads. He detailed that he tried both Facebook ads and Google AdWords, and got better value from the former. Attorneys should be smart about ads that will connect with their targeted demographic and entice people to join the cause.
via allfacebook.com click through to read the whole article