When it comes to interacting with your customers through social media, an article from Ad Age discusses how relevance may be redefined in terms of what you put on Facebook. Consider this as you post things on your page. You could try a more subtle approach, other than strictly product/promotion, to engage your customers on social media.
Here's an obvious point: Facebook isn't going anywhere (at least for the foreseeable future). Facebook now accounts for 25% of the page views in the United States. Facebook and Google are quickly on the way to web traffic domination.