Marketing, sales and some customer-facing employees should all be involved in business-to-business social media efforts, Bob Apollo writes. Sales, in particular, should realize the value of Nimble and other programs that integrate customer-relationship management with social data. Broad involvement in social media requires unifying the participants' presence as positive and professional for sharing and teaching, not selling. Use clear guidelines to encourage employee creativity without stifling them with a top-down approach, Apollo advises.