How could we use social communication channels to better leverage opportunities for change within organizations?

This question was originally posted on www.linkedin.com, my favorite of the Big 3 Social Networks, and brought back to mind several events I personally experienced in corporate that could have benefited by the open and social networks that exist today.  Unlike previous decades, today's companies have a broad selection of tools to keep their employees, stockholders, shareholders, customers and vendors "in the know" during transitions and internal changes that should be used liberally. Nothing undermines corporate morale more than uncertainty and unknowing.  Nothing will undermine consumer confidence than that of silence or a vacuum.  Today's marketers can make use of all these tools to actually use change and transition to their advantage.  Use of organic online conversations using social networks, blogs, micro blogs, messageboards, podcasts and the like should be employed liberally.  The following was my response.

Professionally speaking, one of the most disturbing things about M&A's and organizational changes (in the "old days") was the lack of knowledge within the rank & file. The void that accompanied the cloud of change would make the most seasoned professional uneasy - and now companies, particularly Human Resources, have tools that can keep employees "in the fold" so to speak. No longer are people relying on the water cooler chit chat to field questions, or dread wondering what discussions behind closed doors would yield. The vacuum that once fed, even encouraged misconceptions, supposition, or totally erroneous assumptions can be mitigated. This is also ideal for keeping the client or customer involved - assuaging concerns of instability or disconnection from its base. It is how companies use these new tools that is the challenge. Will they use them effectively to 'include' their people - their customers and their vendors in touch. Let's hope so. All of these social and new medias enable the C-suite to communicate more effectively than ever before. Let's hope they use them wisely.