When I started at ACHR NEWS, I don’t remember signing any social media policy documents, yet I know what’s expected of me. I don’t post much, but I do leave the occasional comment. “Social media is a double-edged sword; it shows customers that we are a business, but also a family that doesn't take everything so seriously,” Otto said. “Potential recruits will look at social media and Google and decide if it aligns with their values. Social media helps us connect with new talent and future customers, and when guided by the right culture, it becomes a strength, not a liability.