Social networking has clearly reached a tipping point. Sites like MySpace and Facebook boast hundreds of millions of members. Barack Obama’s presidential victory demonstrated that platforms like YouTube and Twitter could transform electoral politics. Yet in corporations where such tools have been expected to bring profound transformations, there has been strong resistance to change.
Many corporate executives either dismiss social networking as a time-wasting distraction or regard it as a risk management problem. Much of their fear has focused on potential risks like security breaches and data privacy.