One of the great benefits of Facebook is that it helps businesses, especially small ones, connect with customers. Shoot, given that the site just broke the 400 million user threshold, it helps you connect with pretty much the whole world.

As CEOs of big corps on down to mom and pops have caught on, setting up a Facebook fan page is the way to go — as opposed to a group (too limited) or personal profile (limited, but also outlawed).

But as I’ve been more actively seeking out my favorite local businesses’ pages the past few months, I’ve noticed a few things. Things like…

The weather outside is frightful, but our X is so delightful! Come in and try our X.

It’s Thursday! That means big savings on X!!!!

It’s great that so many businesses and orgs recognize the need to use Facebook to reach customers and keep them up to date. And we understand that hardworking proprietors don’t have time to put a lot of thought into their posts. Nor can they afford to pay a part-timer to monitor discussion on social platforms — much less hire an agency to develop a grand campaign*. They’re busting their humps to meet the bottom line and make sure that they’re doing everything they can to appeal to customers in person and online. I salute them for that. That’s exactly what they should be doing.

But the truth is, trickling out sales information and blurting proprietary updates is not the best way to connect. Maybe someone will be persuaded to grab five friends and head to your bar because you posted “HEY EVERYONE WE JUST GOT THE NEW X ON TAP SPECIAL TONIGHT $3!!!!!” (And if you can find that person, you should let her and all her friends drink for free.)

Most people seek out your business on Facebook because they want to interact with you. They want to look at photos and videos and hear what you think the best new X on the market is or how you like working in a city with so many great X’s. Most of all, they want to be heard. Not just by other fans but by you.

Don’t X out our eyes with whatever it is you want us to buy or do after we walk in the door. Listen to what we’re saying, then tailor your status updates accordingly. Jump into threads and answer questions.

Give value.

Ask questions.

And if we aren’t talking at all? If you’ve been posting your lunch specials every day for months now, you’re getting nary a “like,” and you’re about ready to ditch this Facebook crap?

Well, before you do that, put down the megaphone and have a regular conversation with your customers. That’s what we’re here to do.

*We’re cheap!