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Social Organization, Social Tools: Social Media and Organizations in the Context of a Hybrid Culture
Abstract
The social organization, the “Enterprise 2.0” (McAfee, 2006) is literally the organization where social software and platforms are daily used. Technology is (or should be) considered as an enabling platform of learning and collaboration in several functional areas; the communication and marketing area can probably have more benefits from a social approach. How can company's members learn to work in this new context? With which results? Are social tools comprised and used in organizations today, or are they only new tools suspiciously looked at by the organization's members? This chapter is focused on the identification of the edges that usually obstruct the process of creating and developing a social organization, particularly on the cultural issues influencing the organizational processes.
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