Joshua-Michele Ross, a digital strategy executive at the Fleishman Hillard communications company, has a good post on Mashable on social media that has more than a little applicability to newsrooms.
As many extol its virtues, Ross identifies some reasonable concerns organizations should have before jumping in with both feet. They're much the same reason firms should weigh any expenditure on research: If you're not going to listen, don't do it.
Ross notes that, without the ability to act upon what you learn, there is little point. Moreover, while it seems the right thing to "join the conversation" about your entity, social media can paint a bullseye on your back.
What the customer (audience) wants to talk about is not necessarily what you can.
"Ultimately if your company is willing to take the feedback and turn it into action, then social media is a competitive game changer," he writes.