Paul,
Yup, it's not so bad once you have the steps to do it easily. We get a lot of requests for "Automatically posting to Facebook". We are planning to implement that later this year, but would still recommend the above. Being able to make a nice 'intro' message that is personalized can go a long ways toward making your post a lot more visible, instead of just the title, image, and first line of text from the article.
Automation has it's place, but for important promotion, doing the 'manual' proces above (which frankly isn't that hard) is definitely better from our experience.
Of course, the Open Graph tags and other things that JFBConnect is doing behind the scenes is a big help as well
Anyways, should you need anything else, just let us know!
Thanks,
Alex