I say this often. With 98 or 99% of human communication private, you can not separate offline from online. You must consider how every employee and customer will feel about your business, products and brand. And make them your real brand ambassadors. I wonder how many of the 30 Trillion emails sent each year in the US contain discussions on businesses and products you will never see or hear with much more damaging results than anything said online. Or how many more visitors that concessionaire will not turn into a loyal fan in person while you see his one Tweet saying ‘Go Team’ has you snowed everything is fine in Happyville. If your employees are not happy offline they will never be your brand ambassadors online or anywhere.
What actions are you taking with your business and employees that ensure their offline and online presence is one of positive promotion of your brand, your products, and your mission?