The Key to Social Media Success Within Organizations

What determines whether an internal social media initiative brings business benefits? One essential — but often overlooked — factor is how employees feel about the organization.

BY QUY HUY AND ANDREW SHIPILOV

MANY ORGANIZATIONS HAVE started using social media (a.k.a. Enterprise 2.0) tools internally to interact with their employees. A number of companies, including Best Buy and Dell, have succeeded in using social media internally to meet important objectives, such as reducing their costs, increasing revenues or stimulating innovation. However, many companies have either stayed away from using social media tools internally or failed to see beneficial results from their use within their organization. ...