Working social media into a traditional enterprise model of communications is no simple task. The concern for compliance and the mere idea of shared opinions tend to be sticky challenges. Shifting the culture of communication is something that takes time. The reward is transparency, trust and collaboration.
As this article explains, socializing internal communications in such a way that engages senior management with employees can be an effective strategy to unlock organic discussion.
"Be buoyant. Social is a great way of connecting people. Don’t be shy about applauding its benefits."