While engaging with your audiences and stakeholders on social media channels seems like a very external activity, there are major implications on internal functioning to your organization that must be addressed before engaging in this activity. It is important that employees understand their limitations and obligations when participating on social media channels both professionally and personally. When engaging with its’ audience an organization should also make it clear what can and cannot be expected of them while participating in those channels. Therefore, rules of engagement must be established to manage expectations. Finally, before engaging, organizations must also understand that adopting new channels of communication will require some shifts within the organization and will ultimately have an impact on human resources.