228 Part 4:Getting Down to Business on Facebook Do's and Don'ts of Doing Business on Facebook If you're not careful, social-media marketing, particularly on Facebook, can do more harm than good. Going viral goes both ways: say the right thing, and the good word can spread like wildfire; say the wrong thing, and you'll be engulfed by that wildfire. To improve your odds of success, adhere to the following do's and don'ts of mar- keting on Facebook: Do engage with your fans. When a fan leaves a comment on one of your status updates, thank him, answer his ques- tion, or comment back (if appropriate). If a fan posts a photo or video on your Wall, make a comment or click the Like button if, indeed, you appreciate the post. Do be authentic and transparent. We live in the age of reality, where everyone feels they're entitled to know