Good stuff about the Yostore/guru fan page strategy. As the others mentioned, all comes down to the personal touch with social media. Show your personality, make sure that you are speaking the buzz words that the target niche uses, and make sure that you have a way to monetize the traffic.
Yes I agree, if you have a good product and want to promote through the media. social networking sites like Facebook very helps you in making money.
I started a thread on a similar topic and i got a good response from GIG, she shared something that will definitely interest you. Here is the thread hxxp://forums[dot]digitalpoint[dot]com/showthread[dot]php?t=2241701