More organizations are realizing the value of having employees actively engaged in social media representing the organization. This is true of for-profit companies, non-profit organizations, as well as municipal and other government entities. These brand advocates benefit their organizations in a number of ways from increasing reach, to spotting trends, to surfacing issues, to fostering a sense of connected responsiveness with the community. Across the board, the key to achieving success with brand advocates is training. In this article I’ll look at why employee engagement is important, why organizations should make employee engagement a priority, why training is critical, and the benefits beyond community engagement that come from having employees that are properly trained to be employee brand advocates.