I know that my Disney related Facebook Group has Disney CM's in it. Some regular CM's, while others are Manager level. I'm pretty sure some are there to keep an eye on things.Sometimes they do it themselves, and other times they rely on creepily devoted fans who defend anything the organization does, and who would blast the same decision if a competitor did it.
I don’t know whether the Snyder column is 100% accurate. I do know that Disney plants audience members for Q&A sessions, and that they have a small department that monitors fan forums, and that they encourage their employees to check forums for feedback on new initiatives.