Introduction
Social media utilizes web-based and mobile technologies to facilitate communication as a series of dialogues rather than a one-way transmission of information, typically associated with traditional mass media. Social media is decentralized, has no particular hierarchy and receives inputs from numerous sites of production and activity. Internet based applications reflect the fundamental underpinnings of web 2.0 in that user-generated content is highly valuable and may even take precedence over in-house content creation. Social media is inherently a collective initiative and requires extreme thought, care and precision in the execution and development of relationships with an audience. Though hyperscalable technologies and interfaces reflect rapid turn-around and constant stream of content, having a “slow and steady” approach will serve to benefit image development. Ultimately, each post and tweet (within the company and personal accounts of its employees) is a reflection of the language, voice and conduct of your company.