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Social Networking for Business: Choosing the Right Tools and Resources to Fit Your Needs by Rawn Shah

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1. Social Computing on the Ascent

Determining where to focus innovation efforts is a challenging open-ended and uphill battle. Most businesspeople look for answers from product and technical leadership balanced against the current business strategy. This often hinders a wider look at what needs and opportunities exist.

In large multinational organizations such as IBM, with many different product lines, research interests, and industry foci, this is multiplied. IBM’s answer was simple: Ask everyone. In 2006, its InnovationJam online event drew 150,000 business partners, employees, and even family members to focus on a number of high-level innovation themes. IBM has conducted such InnovationJams since 2001, but this was by far the largest. Thousands ...

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