Social Networking Breaks Down Internal Silos – Forbes

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Published: July 28, 2010

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The simple analogy for how we often used to collaborate with colleagues was a more sophisticated version of telephone, the children’s game in which everyone sits in a circle and one person whispers something into the ear of the person sitting next to him and that person whispers what he hears to the next person, all the way around the circle. We were using PowerPoint and e-mail, but it was typically limited to knowing only who was the best person to contact for the necessary information or insight. Realizing we needed to enable communication across the function to develop a marketing standard of excellence, we tried to build a platform of our own last year. A quick post on MarkNet returned insight and follow-ups from businesses as varied as GE Capital and GE Healthcare and as far away as Germany and Russia. MarkNet allows executives to become experts in something new by allowing them to engage partners all over the world, and has in a very short time turned our marketing department into a much closer-knit community. click here to read more

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