It's pretty arrogant to think that folks are just out there talking about your work. You have to swallow your pride and toot your own horn. I have found facebook to be an incredibly valuable networking tool. At first, I felt a little obnoxious talking about stuff. Am I boasting? Does anyone really care? And the fact is, yes, some people think you are boasting, and yes some people care. Some folks will get tired and hide your updates, but those aren't your customers. Your customers care. Your customers want the updates, some customers are waiting for your updates, some customers will even pounce on those updates.
I love what I do, and I am proud of my work. I am just as excited to make those updates when something gets accomplished, as my customers and friends are to receive them. I have a lot of friends who run their own businesses, and I absolutely love hearing from them and learning from them as well.