Enterprise social networking 101

What do corporate CIOs and media magnates have in common? A growing fascination with the power of social networking. News Corp's Rupert Murdoch turned the concept into a mainstream element in the media mix when he bought MySpace for $580 million, and--as we have reported with increasing frequency in this newsletter--CIOs are scrambling to figure out how they can leverage strategic value in the enterprise. This week Rich Lyons, a Chicago-based consultant on enterprise social network initiatives, provided Baseline magazine with suggested approaches that businesses can take to deploying social networks effectively. He recommends starting with a structured effort to leverage the corporate brand as a way to organize discussions and solicit input to drive user generated content--a model that many publishing companies are trying. He also notes that businesses should encourage discussions that stimulate innovation. For this, Baseline offers as an example the efforts of AAR, an aviation equipment and services company based in Wood Dale, Ill. The company established a discussion forum to encourage collaboration by providing an environment in which employees can offer solutions to specific pain points.  

For more on his blueprint for embracing social networking:
- learn more in the Baseline article