For many the branded Facebook page is just another channel, sometimes filling it with content, pretty pictures and, time permitting, talking to so-called fans.
In other words, with countless other channels to coordinate, often the Facebook page looks a bit empty or lacking in effort.
But with hundreds of millions of members and an increasingly varied user base (over half of over-65s in the UK have a profile, for example), some companies do take their Facebook page very seriously.
Step forward Australian tour operator Intrepid Travel, named this week in a study of 1,400 brands as having the best Facebook page of any small business in the world.
Nice accolade from the popular Social Media Examiner (process: nominations, then a panel of judges), so what has Intrepid produced to deserve such a title?
Strong use of images - judges especially liked a "photo of the day"...
Regularly chatting to fans...
Product search...
And a Meet Others section...
NB: Full list of Social Media Examiner's top Facebook pages.