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

7. Building a Social Culture

Over time, every organization develops its own culture—whether well defined or unspoken, fragmented or united—simply by virtue of a population sharing in an overall effort. Organizational culture is a combination of the values that the members and employees hold dear, the acceptable behaviors of working with others, the commonly understood language and ideas, and the social norms and standards.

However, sponsoring organizations can choose whether they should directly project their organizational culture into their social environments, strategically choose a different cultural approach, or enable these cultures to develop independently or variably from their sponsor. For example, Disney’s Club Penguin, a social environment ...