You can put the {} tags anywhere that will be 'output' to the user. The JFBConnect social plugin parses the output HTML right before it's sent to the user's browser, and at this point, the {} tags are replaced with the correct Facebook widgets.
So, yes, you should be able to include the tags in an article, a template file, or basically, any other place in Joomla or a component.
We also have modules that you could use, if you wanted to, to place the Facebook widgets on specific pages automatically.
Hope this helps!