The Groundswell Inside Your Company: Using Social Technology to Foster Employee Communication, Connection, and Collaboration

By: Josh Bernoff and Charlene Li

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Synopsis: In corporations around the world, employees are connecting on internal social networks, collaborating on company wikis, and contributing to in-house idea exchanges. Some of these applications came from management and others began as skunk-works projects, but what they have in common is this: they tap into the power of the groundswell of ideas among the people who truly know your business-your employees. It's a little scary to put such power into the hands of your workers, but if you want to run faster and smarter, you should consider it. In this chapter, social media strategy leaders Charlene Li and Josh Bernoff show you how the same trends that empower customers in the groundswell also empower your employees. You'll see how social technologies within companies can enhance the productivity of a global organization, with a peek into how this works at Best Buy, Organic, Bell Canada, Razorfish, and Intel. This chapter was originally published as Chapter 12 of "Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies."