Social media is the big frontier for marketing, PR, advertising, and just about every other department. But there is a big pink elephant in the room waiting to be addressed, “Should we use our employees in social media and how do we do so?”

Yes, some employees should be active in social media; using real people as channels in social media will personalize brands by enabling consumers to associate with a tangible person rather than a disembodied entity.

The humanization of media also allows for interactive communication between the brand and the consumer, which enables consumers to give instant feedback, and allows for higher opportunities for loyal and repeat business.

Employees should be allowed to be creative and innovative with their ideas while being genuine in their efforts.  It’s obvious to social media users when insincere marketing attempts to target them, rather than coming from real brands with real people who strive for direct interaction; therefore, it’s essential to allow employees to exhibit their individuality, even when representing the company.  However, most companies do have guidelines on social media or social networking to manage and sensor the process.  Companies must ensure these guidelines are up-to-date, explain the guidelines, and allow for open communication so employees may completely understand the rules.

Not every employee will be suited for such a position, and not every company should market their employees.  If social media is not a logical part of a company’s strategic marketing, then it should not forge ahead into this channel. By jumping on the bandwagon, a Facebook page will not benefit a company’s marketing efforts, only exhaust them.  Do not join a particular network just because every other company is doing it, but join because that is where you can reach your target audience.  Remember every employee is a source for social media and networking, and utilizing them properly will increase an organization’s “human element.”