With a variety of online social applications - including blogs, social networking sites such as MySpace, user-generated content sites such as YouTube and countless communities on the Internet - people are increasingly connection and is powered by a friend. In fact, customers are now beginning to define their own company's prospects and the brands, the view that is often at odds with the image of a business wants to project. But the organization does not have to be on the defensive. In fact, some experienced leaders already turning a wave of customer power to their advantage. To explore how the authors interviewed managers and employees in more than 100 companies that rolled out of social applications. From this study, they developed a strategic framework that companies can use to implement social applications in a number of departments, including research and development, marketing, sales, customer support and operations. "Hide
by Josh Bernoff, Charlene Li Source: MIT Sloan Management Review 9 pages. Publication Date: April 1, 2008. Prod. #: SMR276-PDF-ENG
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