I love the initial proposition:
“Facebook should first be viewed as a personal reputation management system. It really is, in its most simplistic sense, an online hub for your personal brand for you as individual or person within a company.”
I’ve much more aware of “personal branding” since becoming more involved with Facebook – not only the viral componet of what app/group my “friends” are installing/joining, but what I do on my profile says about me professionally.
I’m looking forward to reading the whole article.
(Via PR 2.0.)