Ch 7 of The Social Organization is all about structure and creating the right environment for social media. It's important to create the right environment so people feel compelled to collaborate and discuss within social media. If people feel overwhelmed and it is all hard to learn how to do, people aren't going to take the time to participate within social media.
It is also very important to make sure it is very structured and people know what they should be doing if they are collaborate with your social media page. If you are giving employees the ability to help collaborate with your organization, then you have to make sure they are portraying your organization in a positive light.
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