Sometimes it seems like Facebook's sole use is as a bragging or whining platform. But for many businesses, Facebook has become an important part of an effective marketing plan. Facebook allows businesses to engage with users and develop an ongoing relationship with consumers. But as with any tool, Facebook can be misused and those who don't know how to wield the power of this social media giant can end up wasting money, falling behind in the marketing game, or even garnering a gratuitous amount of reputation damaging negative publicity. Here are some pros and cons to using Facebook as a marketing tool.