NOTES
1. For effect of drivers, see Frank Leistner, Mastering Organizational Knowledge Flow: How to Make Knowledge Sharing Work (Hoboken, NJ: John Wiley & Sons, 2010) 71ff.
2. “Community Manager” is the term that Philips used for the person running their internal, 29,000-person social media platform.
3. See Malcolm Gladwell, The Tipping Point: How Little Things Can Make a Big Difference (New York: Little Brown, 2002).
4. Derek Sivers, “How to Start a Movement,” posted April 2010, www.ted.com/talks/derek_sivers_how_to_start_a_movement.html, accessed May 30, 2012.
5. See Merriam-Webster for the more modern definition of an Evangelist: www.merriam-webster.com/dictionary/evangelist, accessed May 30, 2012.
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