Facebook strategy document

We already have a facebook presence that takes a feed from our blog. I believe we are missing out on facebook but am not sure how. We do realise that we could advertise but honestly we would prefer to work in a different way perhaps working with an API /APP developer to do intelligent targeting based on conversations.

Our business is handling claims. Our bread and butter are PPI claims and Personal Injury claims including whiplash injuries and other road traffic related.

I want a document that covers what we could do better than we do now. What we are missing and ideas for working within Facebook through API or APP.

This document needs to be professionally written and succinct with recommendations.

Obviously as the writer of the document you are in the box seat for developing other ideas