There are lots of companies that pay people to tweet for them, but there is a resource at every firm's disposal that many do not use - their own staff.
After all, these are the individuals at the heart of the business, who therefore know exactly what is going on and can talk about it with conviction.
They also have a vested interest in the success of the company, as it pays their wages and offers a wide range of other benefits.
But not everyone is willing to post about their jobs on social media sites, perhaps because they aren't engaged or maybe it hasn't even occurred to them.
Getting them onboard is a great way of tapping into this unused resource and spreading the company message further through relevant channels.
Staff are likely to have followers in the industry who will be keen to see what their opinions are on developments or new products.
They may also have personal connections who turn around and say, "Oh, so that's exactly what your job entails! I never realised".
Getting more employees tweeting, Facebook-ing or +1-ing on Google+ should not be taken lightly and it is important that a clear social media strategy is in place before they are encouraged to use these tools.
What you want in the long-run are staff that tweet of their own accord, not just when they are told to. This makes for more honest and useful insights into the company, as they come from a sense of pride as opposed to duty.
Do not expect this to happen straight away, as spontaneous tweeting needs to be nurtured. After suggesting what employees might post about a few times, ask them to contribute, but do not tell them what the subject should be.
As more brains are recognised to be better than one, you may be surprised by the ideas that come out of those around you. The result is likely to be a dynamic voice added to the Twittersphere, which is getting the community talking about you.