We’ve written before about the need for companies to understand how social media influences internal communication. But, it’s just as important for executives to realize how employees are using these tools to communicate externally — often without management being “in the know.”

Case in point: This week, the beleaguered Minnesota Timberwolves decided against re-signing coach Kevin McHale. Following employee communication best practices, the team’s front office communicated from the inside, out — breaking the news to staff and players first. A long-time member of the T-wolves organization, McHale was well-liked by his young team, and many of them were upset about this change in direction. Before the organization made the news public, forward Kevin Love broke the story on Twitter, writing:

Today is a sad day…Kevin McHale will NOT be back as head coach next season.

Team president David Hahn didn’t seem to mind that the team’s announcement got scooped by Twitter. As he said:”I don’t want Kevin [Love] to feel badly about that. We live in a very different world than all of us grew up in. I don’t think it’s a big deal.”

In this day and age, communication is instant and word spreads quickly. But, sometimes breaking news on Twitter is a big deal — and problematic. From a PR perspective, employee education is key to managing the message.

1. Employees must understand what’s acceptable to share online … and what’s not.
2. When companies make big announcements, they should explain when it’s appropriate for employees to share company updates on their personal networks.
3. Companies should understand how their employees are using social media and look for opportunities to work together to spread good news or clear up “mistruths.”

One thing’s for sure: As social media continues to infiltrate our lives, situations like this are more likely to arise. Businesses need to be prepared … or risk being caught off guard –  like the Timberwolves.

We’re always hearing how we shouldn’t expect celebrities to be role models — and with good reason. We’ve heard way too much about “misjudgements” of Amy Winehouse, Alex Rodriquez and everyone on The Hills. Even so, we can learn a few things from the stars. For example, some are using social media in ways that could benefit some businesses.

Be engaging.

Shaquille O’Neal invited fans to play at the mall — not basketball … but tag. He promised to give two basketball tickets to fans who tagged him and said “you’re twit.”

Jane Fonda tweeted and blogged about the Oscars — offering fans insights from someone in the “Hollywood crowd.”

Get beyond corporate talking points.

A recent addition to the New York Yankees, Nick Swisher revealed that the team took a break from spring training to shoot some pool — and that Andy Pettite and Mariano Rivera were the winners. As a Yankee fan, I love the “behind the scenes” details.

Also, Jets defensive star Kerry Rhodes revealed that he cooks his own country breakfast — thanks to lessons from his mother.

Translate an “offline” brand online.

With more than 96,000 followers on Twitter, The Office cult star Rainn Wilson continues his funny-man tradition with clever humor and wit.

Already a mega-brand in his own right, Diddy’s online presence — including Twitter and a slick web site — matches his offline persona.

While celebrities are fortunate to begin with an already established fanbase and a pretty significant platform, social media still requires them to take the same leap of faith facing businesses. Like companies, stars have to shed the talking points, give up some control and be willing to spend the time to engage people. Some celebrities provide a useful roadmap to help brands understand how Web 2.0 tools can foster stronger relationships with fans (a.k.a. customers). For example:

• Can your company promote a contest via social media?
• What insightful “inside knowledge” can you share with consumers?
• Can your company use social media to provide lesser-known facts that will strengthen “fan” loyalty?
• Why can’t companies create a strong online presence that builds upon their strong offline brand?

We’re just starting to scratch the surface. How are your favorite stars using social media? And, what can we learn from them? Also, check out the Athletes on Twitter wiki and feel free to make additions.