Upload & Sell: Off
If your name isn't Tony Hoffer, you are probably posting photos or other content 2-3 times a week at most. So, if you spend $5, 20 times in a month, is $100 worth reaching your fans and their friends? Facebook has done wonders for me, and while I think it's becoming less effective, I'm not entirely sure its only because of reach...I think people are becoming less and less interested, and maybe because they probably see 5 bagillion photos from the other 5 bagillion photographers weekly, and if you aren't 'wowing' them, you are just noise.
While I think it's true when posting whole albums you can just become noise, I've had good success by posting single shots. I'll try to post a 'wow' shot a day or two after the wedding, then maybe a funny or emotional shot a little later on. People like it when they don't have to go looking through albums for those shots. It's all about engaging your fans and keeping their interest.