As Belvedere Vodka just proved: everything a brand says in social media is an ad in the eyes of the consumer

The above screenshot depicts an image posted to the Belvedere Vodka facebook page. With Facebook's new confusing extra pages, anything posted public with Belvedere Vodka in the text ends up on a page of it's own making it even harder for a brand to put out the fire.
What's the scandal? A screenshot from strickly viral's "awkward moments" was combined with a headline and Belvedere logo, and posted to the Belvedere FB page as well as on twitter. Who in charge of social media had the keys to the brands online presence but clearly no routine in going through proper channels? We're all ad-men here, we know that the brand did not buy a screenshot from some random viral video to use in their otherwise sleek ad campaign. Here's the awkward skit, for context. And yes, it's awkward...ly bad.

But in the yes of the consumer, everything a brand says in social media is "an ad", which just goes to show you how grown up social media has become. So Belvedere has to apologize, their first apology:

We apologize to any of our fans who were offended by our recent tweet. We continue to be an advocate of safe and responsible drinking.