Social Media at Work: How Networking Tools Propel Organizational Performance

PUTTING SOCIAL MEDIA TO WORK 151

direction and will illuminate real risks and obstacles. They’re also

likely to have the best solutions to those obstacles.

Create ‘‘Sticky’’ Messages. As we all know, communication

can affect perceptions, biases, and ultimately trust. Conveying

the right messages is important. However, it’s equally important

to ensure that people remember those messages. In the case of

social media, positive messages about its utility need to outlive

any negative ones people may receive. In Made to Stick, Chip and

Dan Heath focus on what makes messages ‘‘sticky’’ and explain

the objective of their work: ‘‘Our interest is in how effective ...