Indie Author Collaboration discussion

By popular request, I'm starting this one for those who struggle with Facebook marketing. I started a Facebook page for my book and really didn't find much use. I got lots of likes and occasionally a share, but really little interaction. I know some people use Facebook for marketing and do it very well, so I'd love to hear how some of you are using it effectively and what specifically you do that you think gets people to be more interactive.

When I published my last book in 2010 I didn't have much luck with facebook either. Now I plan on using it more as a name recognition/webinar/giveaway platform than anything else. Also posting events and perhaps a fan based group (provided I ever get any fans) :-p