Want Value From Social? Add Structure

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Many managers these days face a social dilemma. They want to use social media to get input from many different customers and employees, because they know that an organization’s judgment is improved if its ideation and decision processes incorporate insights from multiple perspectives. But they can’t bring themselves to let employees use social media at work, because they fear too much social activity will hinder productivity. While we’re all becoming familiar with tweets, profiles, writing on walls, and open online discussion, the key to turning those conversational activities into business value has been elusive.