Facebook Fan Page Considerations

Name: since you cannot change this once it is set up, you want to think it through to be sure it reflects what you want and remember, it will form a part of your URL.
Content : what do you want to do with this tool? Interact with “fans”? Create an engaging presence? Capture new audiences virally? All of the above?
Purpose: what do you want to do with this tool? Interact with “fans”? Create an engaging presence? Capture new audiences virally? All of the above?
Overall look: will it mimic your brand or have its own? Which images will it have?