"But social media profiles take this to an entirely new level. Rather than simply featuring your people in your ads, social media profiles allow your customers and partners to see that these are real people, who have worked at real places, who have earned real degrees, with real recommendations, and who are connected to other real people. Maybe your customers will even see that they themselves are connected to your employees."
Steve recommends three ways employees can be helped in this area. Embrace and encourage social media, make it easy and be suggestive. You never know - maybe your customers will see your company as a group of humans that want to help and that will improve your brand. It may be worth a try.