I don't think that this was 'marketing' - some grey boss decided that Canon needs to be cool and be present in social media. He calls his drone and tells him:
Boss: "Go create a Canon Facebook/Twitter/xxx account. Keep it light, attractive and lively. Goal is 50'000 follower after the first month."
Drone: "What's the budget?"
Boss: "Budget? Are you crazy? My daughter has a great FB account and has no budget. You don't need a budget."
Drone: "O.k., I'll pass some of my responsibilities to Drone 2 and get going?"
Boss: "What? No way. Do you think my daughter can get off school for running FB? - Off you go, you'll manage."
Out of what is surely tens of thousands of images shared annually, its surprising this doesn't happen more often. Their response could have been better, but I suspect it was made by the same low level social media employee, or third party social media management group.