If you think of a “Like” as an opt-in, you’re as close to the value proposition of an email list as it gets outside of actually acquiring that email, and you should treat the content you post to your Facebook Page with as much care and attention as you do your email newsletters. Even better, think of your Facebook Page as a key component of your brand’s overall audience development strategy, complementing your website and email program, and as your audience there grows, leverage Facebook Insights as aggressively as your web analytics to inform and evolve your content strategy.