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At first glance it seems logical to open a Facebook page and access its community … but for many brands, a Facebook page is not necessarily relevant and cost-effective because it costs money (buying fans through deals, creating contests and content, purchasing visibility).
If you develop great content (videos, pictures, etc..), it will be shared by users on social networks and will naturally be posted on Facebook even if that isn’t where you originally posted your video/pic of the day.
Sometimes it is better to put money into developing content and ensuring the appropriate SEO rather than embarking on a battle for the fans.
from “7 social media lies the gurus want you to swallow” posted on businessgrow.com