5. Our advice

Get to know Facebook before you start creating a page. The tool's features evolve very often, and you'll need to adapt as Facebook doesn't take the trouble to notify its users of all regular changes.

Make sure you are aware of the potential impact of "public" communications on Facebook, and have a communications charter that takes this platform and its specific features into account.

Facebook monitoring can be very useful for detecting opportunities or anticipating potential threats. Analyze the conversations on your competitors' pages, and you'll have almost the equivalent of direct access to their call centers or customer services.