Protecting employees if using them in business social media - question

[humlebee7]

Hello, I wonder if anyone has experience or thoughts on this issue. Lots of info exists about employees using social media in the workplace but I'm interested in the employer using employees as part of their updates. For example, to show their photo and name on Twitter or LinkedIn to promote the employer brand.

Of course the employee would have to give their permission but do you think it's necessary for an employer to get them to sign permission in writing? What about highlighting potential risks - worst case scenario if a employee photo or feature is doctored or attracts negative attention or comments, goes viral on twitter and the employee feels aggrieved. What 'controls' or action should an employer take before posting or after any negative action has happened.

Does anyone have any ideas on this or stories where their company social media has gone wrong for an individual employee? Any thoughts or relevant articles would be much appreciated. Google doesn't come up with much