E-MailHarnessing the Power of Social Networks: Can User-Generated Online Content Sell Your Product?
Online social networks will become more important and will increasingly function like and have the significance of our more traditional real-world ("meatspace") social interactions. As advertising loses both its viewership and its impact, the desire to use corporate social networks to replace more traditional means of influencing potential consumers is increasing. And yet even high-traffic online social networks will not directly translate into means of selling products or communicating with customers. Since the IT group will ultimately maintain corporate social networking sites, it will be necessary for it to have a deeper understanding of consumer behavior, consumers' desire for information, and the sources of consumers' trust.
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