Social Advocacy Programs - Friend or Foe?

As I am sure many Digital Marketers do, I receive the eMarketer newsletter on a daily basis and unlike most daily emails, I not only full read the full mailing but look forward to receiving it. (most others end up in the spam folder)

Today, one of the topics is related to social advocacy programs. Whereby a company leverages its employees and their social networks to advance their own causes.

When taken at face value, the cost of one of these programs can be low... Internal resources to pull together a few graphics and a bit of groveling for our employees to shamelessly self promote to cause. 

Even with the friendly costs, could this tactic turn into a foe? Before starting this campaign at your own company, did you or someone on your team evaluate the risk of having your employee's social media activity, outside of these few posts, being associated with or representative of the organization?

Source: http://www.emarketer.com/Article/Social-Advocacy-Programs-Drive-Visibility-Businesses/1013377?ecid=NL1001