Manager's Guide to Social Media

Chapter 8Managing the Organizational Voice

Social tools provide new options for organizations to “talk” to their constituents. These communication channels can be real time, full of links to additional resources, valuable for the constituents, and free. They give an organization the ability to speak as if it were a person, with a personality that reflects what the entity is about. We call this the “organizational voice.” The tools used to deliver the organizational voice are systems like e-mail, Twitter, blogs, Facebook, RSS feeds, and the social media sites like YouTube, Scribd, SlideShare, and Flickr. Whether a message is delivered through an information stream or through a piece of media, it’s the organization talking to people in a unique ...