Even though Facebook Pages are meant to be for ‘Brands’ and Brands are supposed to have a corporate-ish tone (by convention), fans on Facebook are likely appreciate a first person tone more.
Of course, it always helps if the brand is actually a human being – such as an athlete or an actor. But even Companies can humanize their interactions with the use of ‘I’ instead of ‘We’.
Check out how LeBron endears himself to the fans by addressing them in first person. His Facebook Page is about his personal experiences, and not an ‘official fan page’ managed by someone else. Paul Pierce’s Page is of the second kind. The ‘fan page’ managed by a third party always seems distant from the brand itself because the tone is always in the third person. Paul Pierce is a great athlete, but on Facebook, his brand isn’t as popular as LeBron’s because of this.
If you are a Personal Brand, looking to make it big on Facebook, make sure you personalize the tone.