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The Social Organization: Social Media is not Community
There are two opportunities for enterprises then. 1 – to use social media to enable conversations and get a better idea of how constituents respond to specific content, initiatives, goals. This is much easier both to understand and implement. 2 – to create communities that extend their capabilities and engage their constituents in richer ways that results in higher retention, lower risk, increased ROI, and faster operational capacity. Communities have enormous strategic benefits to companies but require considerable investment (in resources, time, and tools) and are difficult to implement because they have a significant impact on business processes.
