Social media continues to get noisier, but within that noise are individual voices and collective passions that your organization can listen to and optimize around in order to maximize effectiveness.
Leading change today does not start with shouting loudly. When the voices and audiences were few, shouting worked. Now that the voices are many and audience members can have more “Klout” than the speaker, an organization will thrive by it’s ability to relate as a kindred spirit rather than a commander in chief.
Effective organizations are using social media to listen before they send a Tweet. They friend and follow only the people that share their interests. They share, comment and reply as much as they promote.