Social media's creation of hundreds of communications touch points is causing a dramatic change in corporate communications, writes Jeremiah Owyang. The average enterprise corporation now has 178 accounts that represent the company either formally or informally, according to Altimeter Group research. That means companies must react quickly to criticism and prioritize response to complaints to prevent "the pile-on-effect," Owyang writes. Corporate communications departments should enable more employees at various levels to reach out within limits, reinforce them with workflow education and consider holding mock crisis-management drills.
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