March 6, 2012

Many organizations see the energy and engagement generated by their employees’ use of social media and wonder how they can harness that energy to benefit the business. Yet many companies have made a common mistake, say Anthony Bradley and Mark McDonald of Gartner, Inc., an approach they term “provide and pray.” Just to provide the tools and the space for social media is insufficient, say Bradley and McDonald, authors of The Social Organization: How to Use Social Media to Tap the Collective Genius of Your Customers and Employees (Harvard Business Review Press, 2011).