Corporate social media is about being a people, data and process butterfly
Social media within an organisation is not about being a social butterfly. Its not about posting your latest drunken moments and what you did last weekend. These stuff has minimal returns on investment. However, if I can have a system that allows me to be a people, data and process butterfly, that will increase my productivity, efficiency and accuracy.
Think about this – a self serve BI platform that links back to the business processes / supply chain setup and the people who are related to the data. You can now get the information that you need to run your business unit and ensure that it runs perfectly with the changes that are happening with other business units and ensuring that if something wrong happens you know who to look for right away.
This is how I see a corporate social media platform should work. Call it whatever you want. 
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