Effective social accounts can impact on how organisational members respond to change. Current literature has largely focused on the design of managerial accounts and associated behavioural and affective responses to them. However, in order to understand how social accounts influence behaviour we need to understand the previously under-theorised individual processes of the recipient as an active participant in the ability of social accounts to influence schema change about an event. Using an example of large-scale organisational change, moving from one hospital facility to another, we focus on how the social accounts of top management impact on organisational members and their responses to change. Our findings expand theory by explaining how social accounts come to be relevant, create imperative for action and are deemed credible thereby influencing a recipient’s schema about an event. We highlight the importance of visualisation in the recipient processing of accounts.