buckworks - 3:32 pm on Mar 22, 2012 (gmt 0)
elevating a potential rival, that is free advertising for another company
mentioning their facebook page, rather than their actual website
Those aspects have troubled me for a long time.
To me it makes good sense to use FB to drive traffic to one's own website, but not so much the other way around.
It makes me nervous to think of building major company assets in a context that is ultimately controlled by outsiders.
If you can increase your profitability by leveraging activity on third-party sites, do so, but make sure that in the end your marketing funnel will ultimately guide users to YOUR site and YOUR mailing list where YOU are the one in control.