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Offering them something, such as for instance an entry in a sweepstakes, makes them more likely to register on your own page and provide your organization with valuable leads. Once you get guidance about 'the best' of something, such as the best type of post, or the best type of material, or the best time to post, it will already no longer be the best. Why? Because your competition has following it and is going to be read that post also. Research your audience and determine your own personal 'bests.' There is nothing wrong with posting links to material in your website from Facebook. People think that Facebook fans want to remain on Facebook throughout the day - this can be a myth. In fact, they are very pleased to visit your website as long as you offer them some thing of interest, so give it a try. Give special content that is available only to readers who 'Like' your Page. 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