While numerous celebrities can be found on Twitter, most employ handlers and sycophants to post updates, and virtually all of them are pointless or full of self-promotion. There are exceptions: Web 2.0 poster child and sometime actor Ashton Kutcher and his wife, actress Demi Moore, are both on Twitter, and they clearly Tweet for themselves (though this is not always a good thing). Shaq’s posts, however, are something else entirely.

First of all, Shaq Tweets are frequent and, more importantly, he is constantly encouraging average Twitter users to engage with him. Sometimes he asks people to guess where he is. Other times, he encourages fellow Twitter members to find him and say hello. This is a new level of celeb engagement—something far beyond what any celebrity or brand could accomplish with one of Facebook’s advertising-centric pages. And I think this has scared the crap out of Facebook execs.

There’s a Facebook press release that details all the celebs and brands that are currently on Facebook and how they can transform those pages into profiles and really share with the masses. (Profiles are essentially what average users have on Facebook.) My favorite document, however, are the new best practice guides for Public Figures, Music and Bands, and Communities. I dug into the Public Figures (Celebrities, Athletes, Politicians, etc.) PDF and saw that Facebook is using Ashton “I’m Everywhere” Kutcher as the example. Aside from the somewhat helpful tips on how to set up your Facebook profile (They’re talking to you, Brittney Spears!), the PDF is almost a parody: