ABSTRACT
Social media may be as commonplace as eating lunch or brushing teeth, but they’re still new and ever-changing tools. Social media posts are an increasingly important part of strategic writing. In one recent survey, international CEOs identified social media as their company’s most valuable communications channels. Perhaps the greatest challenge in the strategic use of social media is finding a correct balance in the people organization’s social engagement. While there are many positives in encouraging interactions with their various target audiences, there is also risk. Poorly planned posts can attract worldwide scorn, and even private posts by employees can reflect poorly upon an organization. It’s imperative, therefore, that organizations establish social media policies, as well as train employees in their use. Again, organizations should regularly monitor the social media environment for potential threats as well as opportunities.
