
164 SOCIAL MEDIA AT WORK
strengthening relationships, learning, and knowledge sharing.’’
Remembering this raison d’
ˆ
etre will help you avoid the mistake of
setting unrealistic adoption goals. Kim thinks of social network-
ing as a way to show the aliveness of an organization as though it
had a discernible pulse.
The Boy Scouts of America (BSA) shares his point of view.
Celebrating its hundredth anniversary in 2010, the BSA turned
to social networking to get the word out about its celebra-
tion among its membership and to generate buzz. Using its
online social networking community called My Scouting, BSA
has quickly galvanized thousands of members to