To be sure, there is still a need for the “official” voice of the organization, and there is certainly a need for policies covering what is and is not appropriate use of social media in the workplace, and as it relates to work. But instead of a single voice, smart organizations are letting employees participate in social media to amplify their message. This doesn’t mean turning everyone into company shills, but it does mean that it is good to show the world that your organization is full of competent and engaged people. If social media is simply a part of many people’s lives it should also simply be part of your organization. Someone has to be responsible for the official messaging, managing groups, monitoring policy compliance and related administrative details, but that’s not magic, that’s management.