usually these have a seperate ID (for the app/admin) which will then post to "facebook page" instead of the user.
I will give an example...facebook connect...publishStream...well, the platform deverloper page is down. So sorry for that.
Just look at the arguments within the call.
Also, you may want to look at the same call under facebook connect instread of through the API. Sometimes they offer other options and a better user experience.