The answer is, “It depends on the brand.” Coca Cola for example now has the largest product fan page on facebook thanks to two Major Brand Squatters, Dusty Sorg and Michael Jedrzejewski. They created a fan page, got famous, ended up being hired by Coca Cola, and were forced to make this video. Enjoy!
I’m going to resist the urge to make a pun about “Heinz” and “catch up,” but the point is successful forward thinking companies are open to this now. And if they’re not, it would be no fun working for them anyway. So get off the craigslist postings and be proactive new media marketers.