Having a Facebook presence is almost wājib (mandatory) these days. Muslim organizations have followed suit, and while this is an encouraging step, there are a few pointers to keep in mind.
1. Set up a Facebook Page, not a profile. A lot of masjids are setting up a regular profile (like you would set up your personal profile) and trying to add friends on it. Not only does this actually limit the number of people who can interact with you on Facebook, but it looks extremely unprofessional since Pages are set up to accommodate such organizations. A Page also allows people to join automatically without you having to approve each individual request.
2. Once that page is set up, make sure to get the short URL for it. This means you should be able to send people to facebook.com/YourOrg instead of something like facebook.com/pages/YourOrg/139204830498
To do this, you must have at least 25 fans. Once you do, visit http://facebook.com/username and set it up.
3. Assign a person (or small team depending on your size) to manage this page. This sounds like simple advice, but it is often times overlooked. The masjid expansion mantra of “build it and they will come” does not apply here. The key to Facebook is the interaction it offers. Make sure the page is regularly updated with news, pictures, and other items of interest to your target audience.
4. When your organization is holding an event, create the event from the page itself. This will enable you to automatically invite all the people who have joined your page.
5. Respond to messages quickly. If someone asks a question to you on Facebook, reply right away. Chances are they will not bother trying to email you or call you for more information.
If you already have a profile with a lot of friends, Facebook offers a new tool that will allow you to migrate your profile into a page.