As I browse around Facebook it is still amazing to me how many small businesses and even large companies are continuing to set up Facebook Profiles for their business and not a Facebook Page. What these small businesses and companies do not understand is that by having your business set up as a Facebook profile and not a Facebook Page you are in direct violation of Facebook's terms of service and they could actually shutdown your profile and ban you from Facebook.
With all of our social media marketing clients one of the first things we have them do is make a member of our team a Page admin. We have to do this so we can help optimize their Facebook Page and set up their custom landing pages.
You need to know your audience, know what they like and don't like. Test posts for interaction, what types of articles and information are your fans commenting on?