The document discusses how Facebook can be used effectively for business purposes. It outlines that people trust recommendations from friends over traditional advertising, and inbound Facebook marketing costs 62% less than traditional marketing. It provides tips for businesses to get many "Likes" on Facebook like making sure the target audience is defined, testing different ad types, using coupons to encourage sharing, using friendly language and photos/videos in posts, and creating a Q&A section. An example is given of Papa John's successful campaign that garnered 250,000 new fans by offering a free pizza for becoming a fan.