Great article by Dan Schwebel @danschawbel in the business week. Must read for people helping their company in the social media.
My advice is take advantage of the fact that branding has been transitioned solely from the grasp of companies and their "official" brand messengers. Regardless of your job title, social media allows you to assist your company like never before, while also garnering some career protection for yourself.
I love this statement from the article 'The more employees that become brand guardians, the safer the corporate brand will be."