You've invested time and money into creating content for your company. Now it's time to get that information shared out. You can go the paid route through Google, Facebook, LinkedIn, Twitter, etc., or you can go the organic way by asking employees to participate in a social media advocacy program.
Paid ads are like turning on the water faucet. When you stop paying, the traffic stops. With employee advocacy, your social influence will continue to build and grow as the consistent content gets shared out on a planned schedule. Running a social advocacy program for employees helps increase authority and influence for each of the participating employees as well.
It's a win-win as Zig Ziglar said long ago.