Social media is the new buzz area in marketing that has businesses, organizations and brands jumping to create news; make friends, connections and followers; and build communities in the virtual space. Instead, organizations should start asking how they can make social media bigger in their organization by considering how social media platforms can help achieve business objectives beyond marketing. Social media are full of potential as change management tools, ideally suited for the processes of listening, talking, sharing information, community building, strengthening networks, and generating buzz. Social media usage in inter-organizational communication can lead to Democratizing decision making, Creating a platform in which people felt comfortable and able to give their opinions, creating a platform that is open and available for comment and discussion at any time of the day or night. These kinds of platforms can change the expectations of staff and volunteers in an organization and make them feel more involved and consulted. This empowerment is not limited to employees. Management and owners of organizations can make much better business decisions when they have a deeper understanding of everything that's going on within their companies. Many HR professionals use social media to find qualified candidates who have scrupulous professional integrity. Social media will become an expedient tool for HR professionals when proper systems are used to measure the results of using it. Many see tremendous potential in social media tools for sharing real-time ideas and solutions with co-workers. learn more on SSRN