Social media marketing presents unlimited potential for sharing branded messages with the public. This is especially true for companies with multiple departments and a substantial number of employees. Not only do those companies probably have a wealth of content to share, but they also have a potentially vast number of ready-made networks that they can tap into, via the people who work with, alongside, and under whoever happens to be managing a social media marketing campaign.

That campaign should always be looking for multiple outlets in the form of relevant groups, hashtags, and trending topics. But persons involved in that campaign should also remember that it’s better to have multiple accounts working to exploit those outlets than to rely on one central account to carry the full responsibility of social media marketing. It’s not even necessary for those alternative accounts to be branded in and of themselves. Anyone can carry a branded message, and a company’s employees and partners will often do so on their own accord, especially if they feel passionate and positive about the work they are doing.

This speaks to the importance of establishing and maintaining a good culture in the workplace. There are fairly obvious reasons to want to do this regardless of whether you’re trying to boost a social media marketing campaign. A pleasant work environment is a known contributor to worker productivity. The old cliché is correct: a happy worker is a good worker. But more than that, in the era of social media, a happy worker is also a potential asset for social media marketing.

Whereas employers in years past would have done everything possible to keep employees off of social media, today it’s more likely that they’ll recognize this is a fool’s errand, and also possibly a detriment to their brand identity. For one thing, depending on the company and department, there are a number of legitimate work activities a person might actually perform via social media these days. But even when this isn’t the case, it might be a mistake to keep employees off their personal accounts through every moment of the workday.

If you’ve ever noticed employees tweeting and work, only to find that they were tweeting about their work activities and driving traffic to relevant topics and accounts, then you might want to consider encouraging similar behavior in the future. This is especially the case if you’re sufficiently confident in your workplace culture that you know the employee is unlikely to tweet disparaging content about the company, and more inclined to boast about the work they’re doing.

If you’re fortunate enough to have that sort of employee making autonomous contributions to your social media marketing campaign, there are certainly ways in which you can reward them and subtly prompt them to do more of the same. You can tag those employees in photos that relate to recent workplace activities or product releases; you can invite them to participate in polls before they go out to the general public; and you can even ask them for direct input regarding future social media marketing campaigns, in hopes they’ll feel they have a personal stake in them, and boost them when they premiere.

The opportunities presented by these actions are naturally more numerous in larger companies. But at the same time, if you have an intimate workplace, it may be easier to facilitate a pleasant, collaborative environment wherein everyone, across all departments, will have some interest in sharing branded messages on social media.