When we look at policy for Facebook, the same considerations as we discussed for blogging are important.
Point-of-Contact: Your company should determine one person or a team internally that can handle all Facebook interaction.
Content: Your company shoulddetermine a policy stating which employees post on behalf of the company to ensure that there is no confusion on who can represent the company's interests. This should also include a policy on whether or not employees are allowed to respond to posts through their personal profiles.
Comment Response: Your company should create a protocol on who responds to wall comments and how negative responses are handled. Some companies will not post negative comments; others see negative comments as opportunities to engage in a discussion that can change mindsets by posting and responding appropriately. If you delete negative comments, you might find that fans will lash out: