Facebook is a fantastic way tor generating interest in your practice and for reaching out to people who otherwise wouldn't have know about you. Obviously the more people you have who "Like" your business page, the greater your chances will be that more people will interact with you and your business. But Facebook's new "Sponsored Stories" advertisement option, in the words of Anne Kandra from PCWorld, "can make you an unpaid spokesperson for any product or service you 'Like' or just post about."
We all know that trading of reciprocal "Likes" helps increase the number of "Likes" you have on your page. And while it's unclear at this time whether or not Facebook's "Sponsored Stores" advertisements only use personal page data and not company pages, it's still very important to make sure that you (personally AND as your business) are only "Liking" businesses with whom you truly wouldn't mind being associated.
In Kanrda's article (here's the link to the full story), the example she gives is of a person who -- as a joke -- posts about a particular product that isn't G-rated, and then finds himself being included in advertisements for this product
So while you always need to be judicious in your business associations online and offline, this article highlights the point that as far as Facebook is concerned, you are judged "by the company you keep".