Whether they do or not, they don't understand the media. Facebook is interactive. Whenever anybody says anything to them, they don't get it. They like it if everybody says yippee, and how sweet and wonderful. But if someone says, I don't agree or makes one of our usual wry comments...they get defensive. This just doest go with their attempts at PR. They don't get the LOL atmosphere of the media.
Friend is a generic term on Facebook...either you are one or not. Just to be friended to a commercial enterprise is just to be connected to them.