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The Collaborative Organization: A Strategic Guide to Solving Your Internal Business Challenges Using Emerging Social and Collaborative Tools by Jacob Morgan

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oneA Tale of Two Changes

The last few years have seen the emergence of consumer and enterprise social and collaborative platforms. We’ve seen new agencies and analyst firms emerge and have also seen a flurry of new terms and buzzwords swarming the Internet like angry bees. Terms such as social customer relationship management (SCRM), social business, Enterprise 2.0, social media, and social customer are unavoidable. They all mean different things to different people. I can’t tell you how many times I hear these terms used interchangeably at conferences and events, and I bet you are also having a hard time keeping up with the latest jargon. In fact, it has become such a problem that when writing this book I wasn’t even sure how to refer to it. ...

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