Chapter 9Social Tools and Virtual Teams
Most people seem to first think of social technologies as tools used for external marketing and advertising, when the truth is the volume of usage is probably more internal to organizations. The majority of case studies and stories in the traditional press concern businesses that are driving revenue and relationships with customers through Facebook, blogs, or Twitter. If we could see the overall use of social tools on some kind of color-coded infographic, where one color was front-end marketing and networking applications and the other color was internal use, we might be surprised at what we’d see.
This is much like the area of computer security where outside hackers get most of the press, when it’s actually ...
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