Expert Strategies to Make Facebook Worth Your Time Make sure you know what's working.

Q: I recently changed my company's name, but I read that when I rename my Facebook page, I lose all my likes and reviews. Is there a way to do it without starting all over again? -- Rich D.

A: Facebook "pages" -- which are for organizations, as opposed to "profiles" for people -- can be confusing for entrepreneurs. That's understandable: You've spent years building a following, panning for likes and creating posts to entice your customers, but you don't actually own any of it. Facebook does. And Facebook is a bit of a black box. In 2013, it began to drive down the natural reach of pages, forcing businesses to pay to "boost" posts to the fans they had previously been hitting for free. Such moves create, as Rich knows well, misinformation and micro-panics on the internet.

Related: 10 Ways to Maximize Your Facebook Business Page