a community of practitioners
I started using Facebook socially and it grew into a massage marketing technique for me. So much that I wrote a book about it.
Feel free to check it out, here: Massage Marketing Using Facebook
Not to 'toot my own horn,' but I think this e-book is unique in that I give many examples of how to relate to other people on the Internet, or specifically Facebook.
Most really don't know how to do this or communicate very professionally on the Internet. All other 'Facebook Marketing' stuff I've read covers the basics and applications and such, but they never touch on the 'human factor,' which imho is extremely important as a therapist. How to really talk to people so that they trust you enough to get a massage from you.
Hope this helps!