Most major, and many not so major, companies keep a very close watch on social media. Especially companies involved in customer service. Really, anyone who thinks this is not the case is living in the dark ages. A company the size of Disney very likely has a social media department whose job is to monitor and post to the various social media sites. I do feel that they are one of the weakest companies in terms of direct response on social media, but that does not mean they aren't watching. Most other companies are very quick to offer a direct response to a client issue that is posted on fb or twitter. Especially twitter. For example, we had issues with Comcast Cable. My DH blew up their @comcastcares twitter to the point where we were given an executive CS number to call whenever we had a problem. Companies do not want to be blasted on social media in a day an age when brand name is so important.