The ability to effectively and efficiently interact with the business environment is key to organizational success. To this end, organizations increasingly use IT to enable new, improved flows of information both within and across organizational boundaries. Social media (SM) technologies hold great potential for enabling new forms of communication with distant actors. For this potential to be fully realized, however, investments in technology should be made alongside changes in organizational practice and design. While all IT strategies should complement high-level organizational goals and identify the organizational changes necessary to realize them,¹ this is particularly the case with SM strategy, as it necessarily challenges traditional forms of organizing and blurs organizational boundaries.