People are going to have different opinions on this, but I really don't think event shots like the Joico thing should be in someone's portfolio. They just generally aren't going to be as good of shots as something from an actual shoot. As someone mentioned that particular shot is not that flattering.
If the point is to show people what you "really" look like, I'd put those things on your profile page itself (though not too many).
When I look in someone's portfolio I want to see their actual work, not them standing in front of some logos at an event
Runway stuff is more showing your work, but even that I'm not crazy about unless it's really really well photographed. That depends on who your audience is too. If you're trying to network with designers here then the runway stuff makes a bit more sense to include. If your main audience is photographers then they are probably more interested in seeing work from your shoots.
Those other things are totally appropriate for a Facebook page to me. But I think of someone's portfolio here as being similar to a printed portfolio you'd take to a meeting. It should be your strongest finished images. In a way it's not really fair to judge a model by the quality of the photography in their portfolio but the reality is that it reflects on you.
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