Check out the article at Folio about how Playboy is using Facebook to promote the title. Playboy has 5 million followers, more than any other magazine, almost twice more than the next popular title on Facebook. Facebook is giving Playboy an excellent, low cost, platform through which to cultivate new followers of the brand.
While I think that Facebook can plan an important role in marketing any business, I am not relying on it because, as I have noted previously, the owners of Facebook can make a decision which could quickly eliminate the value of building Facebook followers.