It actually takes you back to your core business approach:
Are you targeting dentists in your area or the wider nation? Is your target market from the last question on FB, LinkedIn or both? Which social media has the greater number? Which social media has the greater number of conversions?
Some labs use their FB page as poster, they put it up and don't really do anything with it but it satisfies having a presence on the internet. Others actively add content in the hope it might peak the interest of a dentist or collaborate with other labs and a rare few incorporate their FB into their marketing strategy. With each marketing campaign encouraging interactions with FB and FB redirecting to the website for conversion/more education on the services/customer acquisition.
Whichever method you adopt it will be governed by how much time you put towards it. Some SEO and social media 'gurus' say if you don't give it the time, social media can give the opposite intended effect - so for example if you go to a FB business page and there hasn't been any activity for years then some may assume you're out of business. But I think it all depends on what you want to achieve with it.
There are several active people you can learn from, actually I wrote an article on this commenting on a
JDT article that lists some of the influential people on facebook in our industry
you can read my article here. I gave different examples of people that interact with FB on different levels, from the comment-ers to the contributors to the active social media campaign.
Hope that gives you a starting point of defining what you want to achieve and what's realistic for your time. If you were to go all out you'd have FB, Linked In, Twitter, a YouTube channel and it would all be interconnected with your website but I felt if I started on about that it could get a little 'over whelming'.
