Lou Ordorica (Community Manager) and Linda Skrocki (Sr. Program Manager) at Sun Microsystems made a slide titled “How to use the power of the network to gain opportunities and build relationships”.

They used the following definition for “social media”:
People connecting using technology to get the things they need from each other, bypassing traditional institutions like corporations. – Groundswell, Li and Bernoff

Most interesting for me was the listing of different corporate fields where experts of Sun Microsystems say that social media may have a major impact.

In relation with one of the most important and complex tasks of human resources, the hiring process, with the use of social media the company can identify qualified candidates faster, the references come to you, you can work the network to recruit, and you can displace slow and cumbersome HR systems.

Customer service can also be made more effective with the use of social media e.g.: the customers can connect with engineers, problem solving gets more rapid, customer testimonials can be used, real-time feedback loops can be achieved.

Social media can enhance product development by shortening development cycles; attracting new customers, collaborators; improving communication; improving quality — accuracy, timeliness, relevance.

I recommend this slide for those who are working in the PR/marketing communication field.

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