Your comments

It seems like a Facebook-wall style approach would be best for this. FN favorites are FB likes, while FN promotes are FB posts shared to your wall.

I think it's mostly the verbiage that is confusing above all else. "Promote" gives us the impression that other people are going to see that we did this, when that really doesn't happen unless someone goes to our page. It's misleading.

Is this available to a wider audience yet? It's a fantastic feature, and I'd love to be able to use it.