Considering they were running a TV commercial (involving a comic fight in a library over the 'best' part of an Oreo cookie) in a time slot that sells for >$1m, having a social media team standing by to monitor and possibly curate reaction to the advert just seems like common sense. If you manage a major brand and you don't have someone whose primary job is to keep an eye on how that brand is discussed on the internet, then you're not looking after the interests of your employers.