That's just it; all the other pictures I've been referring to show employees doing visibility events. IOW, the subject matter is the exact same. Not similar, identical.
In all of these cases, the participants met the covenants of our employer's advocacy policy (non work area, non work time, etc.), so in of itself, the subject matter isn't violation-worthy.
At the same time, those posting the pictures have had no issues, so why now?
That's one issue at play here.
I still contend that the idea was to regain control of the conversation, but the disturbing undercurrent here is how what someone says on an FB page the company states is an open forum results in discipline in the workplace. Don't get me wrong- the company can moderate their FB page however they wish, just like any other page admin does. But that cross pollination is absolutely something we should all be vigilant about.
And the brighter of light shone on it, the better.