Bestselling author and entrepreneur Amber Mac discusses professional social media policies in this employee personal brand keynote. As Mac explains, many companies struggle with reconciling their online presence with the online presence of individual employees. It is often the case that an employee will tweet on behalf of a company, sometimes sending out messages that don't necessarily match up or mesh with the brand.
To avoid this, businesses and brands need to create a social media policy, which deals with the content employees are permitted to share online. Finding the balance between sharing content that is good for the brand and tid bits of one's personal life is very challenging, but it can be made easier when social media policies are effectively implemented.