This is clearly an opportunity our company should not pass up.  Over the past few days, I’ve been following the FaceBook activities of two other companies who have been using FB to communicate with their shareholders.  Here’s what I’ve seen.  Shareholders love it!  They feel that, despite no formal press releases, they are being considered and kept in the loop.  Even when it might otherwise have been considered “bad” news, it’s not really “bad” when the CEO promptly addresses the issue and puts the rumors to rest.  I’ve noticed that this communication seems to put a stop to lots of bashing.  I also noticed that their FB likes seem to be growing organically.  It seems a shame that we have all of these media and marketing hot shots who are ignoring this golden opportunity.