This video by Gary Vaynerchuk hit home given that we are in process of writing our new social media and online publishing policy.
Here's my take. It's a brave new world and there's no going back. Your employees are your brand ambassadors and you should enable them to use social media to spread the word about your company and products. Their authentic communications humanize your brand and bring it to life. Sure it can be a bit scary wondering what they will say, but what's the alternative? Instituting a gag order and only issuing closely corporate messages? Sorry, that will only bore your customers to death and they'll flock to competitors that are more authentic and engaging. The bottom line is that you need to embrace the new era of employee publishing and leverage it as part of your marketing strategy.