Best Practices for Facebook Fan Pages: User Types
http://www.socialmediatoday.com/SMC/49304

Douma, Collin
Social Media Today
2008

Abstract:

The average Facebook user doesn’t want content pushed to them, particularly contests or other promotional programs that don’t speak to their overall enthusiasm for a brand. These types of promotions can be supported on the Facebook Fan Page, but should not be the primary focus and should be housed in other digital arenas. Successful communities on Facebook offer an attitude of openness, transparency and enthusiasm - not a technology platform for advertising.