Facebook Coaching

We have just set up a Facebook fan page www.facebook.com/emporiosaopaulo but I need some coaching on how to use it properly. For instance, I don't understand why it appears different depending on whether the visitor is a facebook user or not, I can't really understand what it means to "Use Facebook as x" etc etc. Also, when I sent a Place Claim request I received a message from Facebook saying that I was in violation of their policy. These are just illustrations of the problems, so not comprehensive. I'd like someone to give me an hour or two on the phone, then be on call until I figure it out. David