CONVERSATIONS Controlled Growth Departmental guidelines prune the potentially unruly branches of social media. The best thing about the growth of social media is that it allows almost anyone to instantly become their own multimedia conglomerate. The worst thing about the growth of social media is that it allows almost anyone to instantly become their own KNOWLEDGE DOMAINS in this article 56 TALKING STICK By James A. Baumann multimedia conglomerate. Recognizing the reach of this tool, and the fact that it is a firmly established part of any communications plan and not just a fad, housing departments are more diligent than ever about establishing guidelines for its use. And, increasingly, those guidelines are not simply lists of dos and don'ts, Foundational Skills Crisis Management Establish guidelines for creation of social media messages as well as response protocol to external social media comments. Develop a crisis communications plan. Identify and respond to potential risks.