The forum is intended for people interested in their product, whether they are informed or uninformed does not matter, Guy.
As for the people who bash your product? Well, those people are already bashing your product, by hosting a Facebook page, the company is engage people, even the bashers. - Look a Trip Advisor, bad reviews happen and the properties are given a chance to respond. Which is what Facebook presents, a chance to respond.
A better question, unless you are selling a faulty product, why would you be afraid of your customers talking with one another or with your company?