Flying High 91 talk about organizational charts and structure, and where does social media live, but I think here at Southwest, we've really tried to evolve our team to working outside of our personal silos and working with other departments on projects." And that's what social media communications is all about: work- ing together within the company and outside it to evolve with the changing media landscape. S ocial media communications is about working together within the company and outside it to evolve with the changing media landscape. Chapter Takeaways r r r r r The foundation, then, for a great new media strategy is a functional organization, that is, an organization that communicates freely, that has torn down the organization silos, and has created a company com- prised of employees that have a central focus on delivering customer value. Despite the need for open, honest communication, moderating social communication is still a necessity. A moderator may remove profanity, threats, and other unproductive content, as well as organizing content in the most fitting fashion to make clear timelines, or making sure that pertinent information is grouped in the best fashion. It's equally important to respond to both the negative and the positive commenters. While it may be impossible to respond to every single commenter, in a good community the conversations can take place among readers as well. Listening in on big news announcements gives the ability to see what questions arise and then that knowledge can be passed on to the front line employees as well. Passion makes for genuine communications. It also drives innova- tion. Be sure to find people within your organization that are really passionate about communicating.