If you don't have a Facebook page or account, the first thing to do of course is... SIGN UP! It's FREE!
Secondly, I think the most important thing is to creat your profile, and be as thorough, complete, and precise as you can. Include pictures of you, your business, associates, etc. Try to give a brief history of your business.. and yourself.
Let people know what you do, and what you like to do.
Start trying to find friends, associates, colleagues, and family to link with.
Blog a few lines daily about your status, or what you are doing, because this is what keeps your page and presence updated with search engines.
I'm by no means an expert at this, but these are the basics that can get you started in the right direction.
I'm sure if you keep coming back here, we will have many people who ARE experts, who will be telling us how to tweek and maximize our Facebook, and other social media platforms in the near future.
So, what are you waiting for,... Go fill out that profile!