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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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Forming a Vision for Community Collaboration

 

In 2009–2010, the leaders of NASA’s Marshall Space Flight Center (MSFC) knew their manned space program was approaching a decisive moment. Plans for a vehicle to replace the space shuttle had stalled, and the shuttle was nearing its end of life. MSFC’s Constellation program and Ares rockets were being heavily criticized by outside scientists and engineers. Public sentiment no longer supported the space program as strongly as it once had. Congress and the president were reexamining the future of the space program and considering significant changes that could diminish NASA’s involvement in favor of ...

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