Strategy is both a statement of intent and a process by which that intent is formed and performed by members of organizations. Formalized strategy may still be managed from the top in many organizations but social media is adding pressure to make this process more porous and open to informal activity at the grassroots level and throughout individual organizations. The participative nature of social media changes the distribution of rhetorical resources and reshapes patterns of communication from univocal into multivocal organizational environments. There were organizations that demonstrated more advanced characteristics of reflexiveness where feedback was fully incorporated into the norms and ways of working in the organization, but also began to shape deeper aspects of the organization such as trusting attitudes and behavior, leadership styles and culture.