This article compares and contrasts the challenges posed by social media tools with the challenges posed by traditional communication channels. It discusses the difficulties in determining active social media platforms, the presence of fake or inactive accounts, the suitability of different channels for different types of content, the monitoring of content on social media, and the impact of employee comments or behavior on an organization's identity and reputation. It also explores the social media interaction that should be covered in a company's social media policy and provides a communication strategy for communicating the policy to staff.