Hopes

• Engagement and reach
• Increase awareness of services and use
• A human face of the organization
• Prove effectiveness to non-believers
• User feedback
• Reach new groups (bloggers, users)
• Online community-building
• Make the case for NRENs
• Address pre-conceptions
• Fun
• Learn about social media
• Reduce use other PR channels
• Reduce cost of distribution
• Leverage personal influence

Fears

• Loss of control of corporate messages (many voices from organization speaking publically)
• Creates more work/cost
• Leaky boundaries private/public
• No response/engagement
• Duplication of effort
• Ability to sustain engagement
• Copyright infringements
• Adapting to new goals/technology
• Dealing with rumours, misinformation, inaccuracy
• Privacy concerns
• Change of role from 'Communications/PR' to 'Social media police' (dur to ability to see inappropriate posting of colleagues)
• Having to justify to boss (expecations, cultural fit)
• 27/4 workframe