Abstract
In less than a decade, social media have transformed almost every aspect of our lives. Now, most of us check our Facebook accounts more frequently than we check our watches, and it is not uncommon for one's Twitter following to encompass dozens --- if not hundreds --- of individual. The broad reach and the interactive nature of such media allow us to exchange ideas across vast distances and engage in conversations with broad audiences in the blink of an eye. As such, social media have become a central component of the communication practices of almost every kind of organization. But as with any technology, there are considerations one should keep in mind.