You add it to a circle. Why should you only have people in your circles?
I'm not on Facebook, so if they're importing the concept of being social with abstract things from there then it just went whooosh, straight over my head.
You can grind your Facebook axe elsewhere, but unless you have a useful solution to add to your problem, can you grind your unrelated axe elsewhere?
The systems must be able to split categories between "This is a person with independent beliefs" versus "this is a marketing organization with a focused message trying to manipulate me" versus "information, but not personal."
Though, since corporations are people, none of this may matter anymore.