Corporate social networks need impassioned people

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Interesting report from PC World in US in growth in corporate social networking. I particularly like dthe concluding paragraphs as they ring tru for my experience — some art as well as science then?:

Businesses planning to implement social networking need to bear in mind the major implementation issues are not technical issues, Happe warned.

“It’s community development effort, making sure people know about it, bringing them in and getting them used to the social construct of this,” she said, adding: “you can’t force people to communicate so if you don’t have an impassioned group of people it’s going to fall flat.” (my emphasis).

“These communities are extremely good at prioritizing information,” Happe said. “It’s like flash mob. If a community sees an idea and thinks it’s really exciting and everybody starts participating in it, the company can recognize that this is something that maybe they should spend a few resources investigating.”