If your company is on Facebook, and has a loyal following, it's quite possible that there are fan sites or Facebook fan pages on social media. According to Facebook's rules, fan sites are permitted so long as the brand's copyright is not infringed, doesn't "mislead others into thinking it is an official Page," and doesn't "speak in the voice of" the brand.
A Tale of Two Brands
In 2008, Coca-Cola learned that two of its fans created a Facebook fan page and had millions of "likes." Seeing this as an opportunity, Coke hired the two, giving them resources to build the page, and making their fan page the official fan page, reports Bloomberg.