Facebook is a great, low-pressure way to connect with your audience and get your name out there. There are a number of ways to use Facebook to generate traffic--contests, surveys, giveaways, just to name a few. Whatever you end up doing, keep in mind that Facebook is a COMMUNITY, not just another outlet for high-pressure sale tactics. So, your main concern is to connect with people on a personal level and to let them know that your business or brand truly cares about them. If you approach anything you do on Facebook with this mindset, then you should be fine!