Why you shouldn't write off Facebook

Facebook's lacklustre IPO shouldn't turn execs off the potential of the social media.

“Let’s bring Facebook inside!”  was a common strategy for enterprises adopting social media.  Executives looked at the size, scale, energy and engagement of people on Facebook and wanted to replicate that in their organisations.  Creating collaboration, an employee directory, personal pages, team pages and the like represented the extent of social media strategy.

I hope that executives who chased Facebook as a concept recognise the difference between the share price of a public company and the strategic value of social media based mass collaboration.

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