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The Social Organization: How to Use Social Media to Tap the Collective Genius of Your Customers and Employees by Mark McDonald, Anthony Bradley

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Mass Collaboration

The Heart of the Matter

NOW THAT WE’VE OUTLINED the promise of social media and the advantages of becoming a social organization, we can talk more specifically about how to go about achieving that goal.

First and foremost, what’s important here is not social media but what it allows. Social media is a means to an end, not the end itself. Social media enables mass collaboration, in which a large and diverse group of people who may have no preexisting connections pursues a mutual purpose that creates value. We call a group of people engaged in mass collaboration a collaborative community. It is through communities built around ...

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