While it’s true that you should have a central team or person dedicated to social media marketing, they don’t have to work in a vacuum. In fact, they should reach out and get help from everyone in the company or organization.

Social media marketing is all about networking. Use the breadth of your employees’ networks to increase your reach. This doesn’t mean asking them to post items on your behalf. Just ask all of them to like your page on Facebook, follow you on Twitter, and perhaps most importantly for B2B, connect with you on LinkedIn.

Your employees can help with the corporate blog, too. Keeping up with a regular schedule for the blog can be difficult to do because it requires a constant stream of new content. It can sometimes be difficult to find a new, exciting way to talk about your company or services. This is where your employees come in! You can offer incentives for writing thoughtful, insightful blog posts or get them in on the act in a number of ways.

• Ask managers to submit posts about innovations in their departments.
• Highlight new hires and the experience they bring to your company.
• Interview employees about their specific areas of expertise.
• Get input from executives on the trends in your industry.
• Have employees explain processes at your company or discuss FAQs.
• Ask account managers to offer advice for current clients on best practices with your products/services.

With some input from different people in your organization, your social media team/person will have plenty of ideas and inspiration for content. Your corporate blog, networking sites — and most importantly — your readers will benefit from the fresh perspectives and ideas gathered by tapping into the expertise of employees company-wide.

Employees are an important asset for your company. You take your time to hire the very best people for the job, and they know their positions inside-out. Encourage them to be ambassadors of your brand: they are the most knowledgeable and enthusiastic representatives of your company.