Studying abroad forced me to register on fb (really didn't have it before).. so yea I'm there as well.
One of the few things I did was hitting the like button of one of my favorite bands - Within Temptation.
aaand I really like the way they do stuff on fb;
they post news there every now and then - regarding their tours, regarding their lifes, sites, changes, anything. This keeps them in mind of their fans, keeps them 'informed'. On top of that we even get previews links and such there .. overall really good deal. IF we get that TFW page which there already is alive and going in this spirit, it could help for start
(I agree some sort of fb-like app would be good, on the other I hand I HATE the idea that it'd be fully playable from there. Makes me sick.)
I.E. "Hey, new tourney is about to start, do you already have your tickets?" could be translated into "Hey, new Domain is up, don't forget to join!"
or "Sharon has just returned from hospital and is perfectly fine" => "Altren is back from his holidays & ready to deal with your requests, so [bring them on]<hyperlink>!"