This is an effort often referred to as building a "corporate memory." I see this happening in our company and in other companies where we've built internal-facing communities. When a company "gets it" with how social media works, it changes the way they use email. They begin to use email for communicaitons that are one-to-one, one-to-few, or transient messages that have no little or no value in being retained (e.g., "Can you make the meeting tomorrow?" or "there's free muffins in the kitchen," or "can everyone please remember to submit their expense reports by Thursday.") But content that has persistent value is best conveyed in a community where it can be cataloged, searched, and retained for future employees. And that kind of content is best entered and shared via a Web 2.0 social media community.
Jet Blue also shot a video about their social media efforts -- they did it in their own studio, without any guidance from us. It's cool and it's only 2 minutes long. If you want to view it you can see it here.
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