One of my favorite sessions from SXSW Interactive last week was Gartner analyst Mark McDonald's session discussing his book The Social Organization.
McDonald discussed building a cross-functional collaborative environment within an organization using social media as the catalyst. In order to do so successfully, a company needs to understand the energy, potential, and innovation that's possible through social collaboration.
This understanding lowers the barrier for doing things in new and different ways and can fuel innovation.
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