No, they don't.

They want to talk to one another, not to be lectured by some Mr. Marketing man, which is what they have been subjected to their whole lives.

Do some customers want to engage with some people in a company? Maybe so. But we are almost always talking about small groups of people who are passionate about a product (Hint: usually not dishwasher detergent!) and who would like to speak without any filters (Achtung!) to some people within your company (Hint: usually not to marketers or PR flacks!).

Lego, for example, could tell you that it's a wonderful opportunity [9]. But what is for sure is that it's not something for the faint of heart.