Remember: when pitching new media usage to your management team that they have no clue what you are talking about. All they know are the negative issues they’ll have to deal with in trying to keep a hold of the reigns. After you walk them through the actual technology, you can then remind them about the importance of transparency. It not only helps you build great credibility, it also allows you to combat those negative comments. The ones you’d never have known if you didn’t implement the two-way channel.