Assistant Professor Department of Media and Communication Erasmus University Rotterdam (EUR) The Netherlands e-mail: chaudhri@ eshcc. eur. nl In a world where “one angry tweet can torpedo a brand,” 1 corporations need to embrace all possibilities. Social media2 have transformed the business and communication landscape and organizations appear to, reluctantly or willingly, recognize this change. Evolving patterns of communication, collaboration, consumption, and innovation have created new domains of interactivity for companies and stakeholders. In this changed scenario, there are opportunities for experimentation and correction, yet challenges abound. As on date, there are no definitive methodologies nor there is a ‘one-size-fits-all’formula that can be applied to all situations for optimum results.

1 Bernoff, J., & Schadler, T.(2010). Empowered. Harvard Business Review, July–August, 94–101, p. 95. 2 We use social media and digital interchangeably, although we are aware that some distinguish between these and other related terms such as social web, web2. 0, new media, and social networks sites. We apply Lievrouw & Livingstone’s (2006) conceptualization and focus not on the technical particularities but on their uses. The authors define new media in terms of ‘the artefacts or devices used to communicate or convey information; the activities and practices in which people engage to communicate or share information; and the social arrangements or organizational forms that develop around those devices and practices’(Lievrouw, LA, & Livingstone, SM (2006). Handbook of new media. London: SAGE Publications, p. 2).