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The common understanding of strategy still emphasizes organizations' long-term orientation, where they try to reach an advantage for themselves through long-term monitoring and consciously initiating necessary steps accordingly. As concerns strategic corporate communication, the rise of social media calls for a revision of this idea. As this paper seeks to explore, the strategy terminology has to be rephrased due to the evolution of new media towards more interactivity, reciprocity, participation and sociality as well as new applications through technological advancement. Social media change the organizational realm and ask for organizational strategy's adaptation to a thus changing environment. Disturbances of communication have become normality. Instead of interpreting them as nuisance, these disturbances might entail enormous strategic innovative potential that needs to be let unfold.

Web 2.0 in Organizational Communication – Source of Irritation or Driver of Innovation?