Dave,
There's a few points to clarify. First, JFBConnect currently doesn't have a method to automatically push content to your Facebook Page whenever it's published. We do have ways for you, the admin, to push content to your Page, but you'll need to navigate to that page on your site and use the "Create Post" button on the "social toolbar" from JFBConnect. From there, you can add a little message and select all the different social channels (Facebook Page or Group, Twitter Stream or LinkedIn Company Profile) to post the page to. JFBConnect will also automatically set the Open Graph tags for your content to make a good looking preview for your site in the feed post.
We're planning an automated posting system for a release due out next year. Even then, we'd still recommend the process above as it allows you to time the post best for your audience and lets you add the comment, which can provide more social context.
As for setting up the posting, yes, you do need to create a "Channel" in JFBConnect first. To post to a Page, Facebook needs an authorization token, which is only provided when your site is given permission by the user to post on their behalf. That permission is only granted after the user has authenticated with the social network on your site. If you don't want all users to be able to login with social networks, you can disable the SCLogin module after the owner of the Page has authenticated, but that user will have to authenticate once to be able to give that permission.
I hope that all helps explain, but if you have any other questions, just let us know.
Thanks,
Alex