Social media marketing is about aligning user content with the brand which is created through all other marketing efforts; this begins internally with a social media policy. Employees are the first step in helping to maintain a brand image that the company has created. When employees post content on the internet while associating themselves with their place of employment, all of that information now becomes directly associated to the company in which they work. Essentially the employee’s attitude, demeanor and postings are a direct reflection of the company as interpreted by the audience reading the content.
What is your company doing to make sure that your employees aren't presenting a contradictory image of your brand? You've spent so much money on policies and marketing but what good is that if your employees are conteracting those efforts.