First off should it be via a regular FB account or, say, a group or fan page? I'm not terribly familiar with all the ins and outs FB and I don't use it for IM yet. As far as white hat ways I can only personally think of embedding videos and linking to the page on FB where the videos are embedded. Also obviously web 2.0 ish FB links on your sites. All this keeping in mind that the more friends or w/e, the more free word of mouth advertising you get, assuming you have a quality site people tend to like and not some MFA or a landing page.