How do you drive cultural change using a social networking site?

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I asked this question on LinkedIn three weeks ago but I guess I posted in the wrong location as I didn’t get even one answer.

Q: How do you drive cultural change using a social networking site? Just launched a social networking site for accountants IT Counts, with the first mini-community focusing on IT and accounts, hence the question.

So I’ve had a quick think and come up with two brain-stormed starting points:

1. Ten Common Objections to Social Media Adoption and How You Can Respond

2. More on Obama’s Use of the New Web