
EXAMPLES FROM TRAILBLAZERS 105
Social Media and Innovation
Social networking advances a whole new frontier of organi-
zational dialogue, setting the stage for continuous knowledge
creation and organizational agility. It brings people together as
a community. Just w hat is the role of community in today’s
organizations? In Cultivating Communities of Practice, Wenger,
McDermott, and Snyder argue that communities of practice are
vital to success in a global knowledge economy.
4
They caution
that organizations are competing for market share, but also for
much more: they are also competing for key talent—those peo-
ple who can make a pivotal difference in the ...