AdSprad - 5:37 pm on Aug 17, 2010 (gmt 0)
As far as updating, figure out what peak traffic times are during the day. Typically it will be in the morning and late afternoon. Post an update/content once during each peak time.
The content does not have to be self created custom content, though I highly advise you to do so. I can be sharing the content from another Facebook page that would be helpful to your audience. This also builds networking with other companies.