5. Social Organizations Are More Human

What’s happening to markets is also happening among employees. A metaphysical construct called “The Company” is the only thing standing between the two.

—Doc Searls et al, “ClueTrain Manifesto,” Thesis 13

It is ironic that a significant advance in technology—the explosive growth of the Internet and social media—would shine the light on our need to have more human organizations, but that is precisely what is happening. As blogs and Facebook and Twitter have expanded faster than we could have imagined, more and more of our “best practices” in the organizational arena have begun to fail us. This is not just a coincidence. One of the most important reasons social media has been so successful and grown so quickly ...

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