Pulse: Overcoming Social-Media Fears

"From the organizational perspective, it's being able in advance to say who you are, what you do, here's how we talk about it … so you're feeding them a script, if you will, that can run to and through the network," Barber says.

"Otherwise, the constituents will just make it up for you," he adds. "They'll make it up anyway, but at least this way, you've got some basis of truth and something that is a way of singing the same song."