The engineers were forgiven because they were nerds, the managers because they technically incompetent. Now, nearly anyone in the company may participate. In particular, people who don't normally have unsupervised outside contacts may have unconstrained virtual contact. None of this would matter, except that those employees represent your company when they communicate with outsiders. Every company likes to maintain good client relations and a good public image.
Virtual contact is a weak link in guarding that image, and every organization needs to address it.
The first defense of every good bureaucracy is policy. You can extend your company policy on outside contact to include virtual contacts. Some companies have gone so far as to restrict all outside electronic contact. As with most cases of over-reacting, this is really a case of biting your nose off to spite your face. You can set specific guidelines for each type of electronic communication.