WebProNews

I think one of the ideas that is missing here is that when you're advertising to the social web you need to remove the concepts of old school marketing and avertising.   You're now dealing with a group who are able to be selective over the information they get.  We now have the power to ignore advertising in it's basic form.   Now we have to engage the consumer to be on their mind for when it's applicable.  You are investing your time now for a bigger return later and a lot of word of mouth (the best kind of marketing and advertising any one company or organization could ever hope for)

Putting up a  banner or creating a group where people can do nothing but find out about your company will be a giant drain on all your resources.   If you follow someone like TD, who in 6 months managed to grow their facebook group to 12,000 members, there is a way to get to your audience.    The main goal is to focus on offering the combination of interactivity and information. 

If you're selling flowers, create a group on information about how to grow flowers, what kind of moss is the best to use, who to talk to when you need information.  People will come if they find use for the information, as opposed to just blantantly trying to get your image and product in their face.  

 There is no defined best practice for this right now, but chances are by the time a "best practice" is organized, you'll want to work on playing around with "the next big thing"