Isn't this what customers want, though? I'm rather serious about that.
Say a company has a website and on that website they obviously have a news area, a contact page (perhaps even a listed e-mail address.. rare as that may be) and because they're not totally stuck-up, they also run a forum.
What happens?
People don't read that website for news.. not even if it had an RSS feed. They expect to get those updates from a Twitter feed.
People don't post to those forums. Why would they? It's probably small and won't get very many eyeballs, even if it -is- the official forum and they can get in touch with the actual business people / engineers there. They expect to just go @SomeCompany on Twitter and get their responses there.
People don't use the e-mail forms... again.. @SomeCompany on Twitter.
Substitute Twitter with facebook / youtube / vimeo in some scenarios.
Note that people will do this even if the company does -not- in fact have an account at these social networking sites. Heck, if nothing else, people will just complain on those sites about the lack of the company being on that site.
So I reckon this is exactly what people want. Even if it's not what they want, they in part brought this unto themselves.
And yes.. I realize that part of the reason is because it is oh-so-public. Blaming Company X for a problem with Product Y on Twitter tends to get re-tweeted and picked up right-quick. Saying so on the company's own forum tends to lead to relatively bland responses. So companies, too, brought this requirement to be on social networking sites unto themselves.
But certainly neither party should complain about the development of these tools (and Cisco's is hardly the first).