
178 SOCIAL MEDIA AT WORK
really seeing the advantage of innovation and knowledge cre-
ation. BT’s BTPedia is just one example of a way that employees
generate and capture useful knowledge in the organization. In
an ever-changing business environment, remaining competitive
will require businesses to adapt to circumstances by fostering a
strong commitment to innovation and leading-edge technologies.
Social technologies can enable organizations to bring innovations
to fruition much faster. To do so, members of the organization
must be encouraged to actively contribute, and keeping them
engaged over the long run will become essential.
The long-term advantage ...