@txradioguy, I've been following olong on this thread today, and I understand all your points, being somewhat familiar with your medium.
I've gotten to the point where just about all I care about is "Who's paying for this? If it's WH employees, is it a good use of their time?" Other than that, it can't be much worse than his incessant Tweets, so maybe this will put a little more professionalism in his messaging. As far as it being on Bookface, I say Meh. The tweets are on Twitter, right? If he thinks this will get him better press, it's a fool's errand so I doubt that's it.