Graph Search, Promoted Posts, mobile-app install ads and other mechanisms are proving to be invaluable Facebook tools for small businesses. But Facebook page maintenance requires a lot more care and feeding than some businesses originally bargained for. "You need active involvement. You can go out and pay companies to get people to 'like' you, but unless you keep [customers] actively involved, a 'like' doesn't go very far," business owner Jeff Glass says.

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