I think the FB page should cover more Buddhist topics instead of just Dorje Shugden related news. Why? there are more people interested in Buddhism than in Dorje Shugden out there and if they study the reasons on why and how Dorje Shugden will help them, they will be interested and they will learn. This will be a lot better than encouraging people to believe in Dorje Shugden based on faith and stories alone. From there, their faith in Dorje Shugden would be a sound and solid one and it cannot be moved by doubt or hearsay as it comes from the solid reasoning and faith that arises from understanding and applying the Dharma into practice.
I actually love the facebook page. It is so interactive and there are so many people there talking about Dorje Shugden. It helps extend our forum to many other people in a way and it brings people to more topics regarding Dorje Shugden. However, another way to promote it that will be quite effective is by running ads of the facebook page all over, and then from there, support it with comments and also participation as people coming in would want to know who Dorje Shugden is. If there was someone to explain about it, it would help more people to understand and learn. After all, we are Gelug and faith based on that is more valuable than faith based on wanting help or wanting something more from the protector.
Another way that I can think of, of promoting the facebook page is to actually link to the Dalai Lama's page, and the pages of the other Lamas, or tag them into the page. This will help draw curiosity over why would Dorje Shugden practitioners do that and it will pique interest. The last way I can think of is to create memes based on Dorje Shugden and have it being promoted on the FB page where people can link it and have a good laugh. But that is a far stretch as it is hard to create memes without being disrespectful.