Although many companies are reluctant to put themselves out there on social media, this trepidation is likely costing them business. Employees are potentially an organization’s most powerful brand ambassadors, but few companies are tapping into this resource. This can be changed, however, with a cohesive social collaboration plan. Instead of shying away from work-related subjects while on social media, employees would embrace them. The trick is to get employees engaged in similar, inward-facing activities that will enhance their relationships with their co-workers and boost their engagement levels. One of the most common misconceptions among executives is that any time spent on social media is wasted and decreases an employee’s productivity. But if there's a fully realized social collaboration plan in place, employee activities on social media have the potential to increase productivity while in turn building the company’s brand. The benefits of allowing employees to become brand ambassadors will make for a more engaged workforce and a more profitable organization.