Facebook for tourist boards

I really like Ian McKee's 8 Rules for Tourist Boards using Facebook. I'd add a ninth - which is "... and don't forget to go where the conversation is". Lots of destinations have their own Facebook page with a few hundred - maybe even a few thousand - fans, while the main conversation about their place is happening elsewhere, on an 'unofficial' page, with tens of thousands of fans. So - make sure you join in there as well!