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Friends in online places: Business and social media

Strategic Direction

ISSN: 0258-0543

Article publication date: 20 September 2011




The purpose of this paper is to review the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.


This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.


Recent years have brought a massive growth in the social networking phenomenon. So much so that a seemingly ever‐increasing number of people now consider a regular fix of Facebook or Twitter to be a key part of their daily routine. Many organizations might frown upon employees relentlessly engaging in such activities. And with some justification too. There is a strong case for arguing that keeping oneself informed about the evolving thoughts of friends, acquaintances and celebrities detracts significantly from work matters in hand. But the more astute organizations will manage to look beyond this perceived threat to productivity and regard social media as a publicity vehicle of rich potential. Indeed, certain companies have already enjoyed massive sales boosts as a direct consequence of endorsement from blogs or other online communication channels.

Practical implications

Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.


The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.



(2011), "Friends in online places: Business and social media", Strategic Direction, Vol. 27 No. 10, pp. 19-22.



Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

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