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Management supports social communities


Management is overwhelmingly in favour of corporate social networking use, new research has found.

According to the 2008 Tribalisation of Business study, establishing a community is not limited by finances or technology and few bosses have failed to engage with the development.

Lois Kelly, a partner involved with the research said: "At conferences around the world we've heard marketers say that their biggest challenge is executives' resistance because they fear losing control."

The communities are often used to help promote products, although several firms have accepted their role as internal communication tools.

The study by Beeline Labs, Deloitte, and the Society for New Communications Research revealed less than nine per cent of respondents said their boss was not supportive.

It advised companies interested in establishing a community to be clear about its purpose. "Invest most in the area that services your key business objective," it recommended.


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