Its an awful lot of hard work and will not suit every business.
Facebook is great for getting a message across, dealing on a one to one with your customer and if you are selling something a lot are interested in!
I have indefinately paused my FB adword campaign (for my other business) as I dont think that most users and advertisers have yet fully found their feet. According to my ISP webstats most of my FB traffic came from within that damned farmville place. This led me to believe people were clicking on my ad just to have a goo! Expensive way to get goos!
If someone is looking for my service will not be browsing FB looking for it - but will Google it!
Companies/organisations like Blacknight (ahem), Vodafone, my favourite Premiership team all do very well. They have the ready made market, customer base and are great at passing on the news, while slipping in the odd promo
Mind you, I received an unsolicited complement from a happy customer - so that is there for all to see and IMHO this is more important than FB Ads!
I'll have to review me FB pages later!
Cheers