Do you consider that Facebook (as well as other social networks) is an important tool in terms of the reputation management of brands and travel destinations?
This is a great question and one that can be answered simply. According to the most recent facebook statistics, there are more than 800 million active users and more than fifty percent of them go on facebook everyday. And the average user has around 130 friends. In light of these facts, facebook is an incredible social media platform. It is increasingly popular and with the benefit of each user having a network of friends, it is a great way to communicate and advertise.
The relevance to potential companies should be obvious. If they are able to reach users through advertisement, then it will benefit them. Moreover, if they are able to get people to endorse their products or travel destinations, then it could be more powerful. And if a company wants a certain image, all they need to do is get the people whom they want to represent their companies to endorse their products. Facebook even has an easy way to do this; it is called "liking something." In short, it is an important platform.
I agree with everything that you've said, but I believe that Facebook can be very dangerous. It's impossible, for a brand to keep track of every comments that are made, so that can result in a serious problem of reputation. Don't you believe that it's dificult for brand to manage the reputation in social networks?