Put aside the ROI of advertising on it and questions over how to perfect a social media strategy, Facebook at one billion users is an absolute beast of a platform when it comes to the numbers.
Sometimes it is worth just pondering for a moment how large the site has become and what it is actually doing with all the interact and content that flows through it every second of the day.
The volume of data is, in short, eye-watering.
And if travel is such a natural fit - at least in terms of it being perhaps one of the most relevant subject areas in a user's life for sharing and talking about on a social network - then the numbers collected here by digital agency Betapond are (again) a good reason to pause for thought.