The Path to Becoming a Social Organization


IN THE NEAR FUTURE, every company and organization will need to come to terms with the phenomenon of social media. Employees, customers, and other stakeholders will expect and demand it. This disruptive technology—and we’re only beginning to discover how disruptive it will be—promises to bring changes that can now be foreseen only dimly.

We hope we’ve convinced you that more will be required than the now-common practice of provide-and-pray, in which organizations simply make social technologies available with the expectation that good things will happen spontaneously. They won’t in almost all cases ...

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