Report: Direct Connection - Social Media Changes Business (Suora yhteys – näin sosiaalinen media muuttaa yritykset) Centre for Finnish Business and Policy Studies, Antti Isokangas and Petteri Kankkunen
Examples of how social media has changed business in Finland and how businesses should gear up for the future. According to the report, social media should not be viewed merely as a marketing medium. Social media is a tool for internal communication and customer service that changes way of thinking and changes the whole culture of business.
Interesting finding: People are used to web tools that they actually find useful in their private lives and expect their employer to be able to provide for them accordingly. If and when companies are not able to produce working (social media) tools, employees turn to resources on the open web. What is interesting they are prepared to brake company policy and brake rules to go online and finding resources that work and fit their needs.
The report (in Finnish) http://www.eva.fi/wp-content/uploads/2011/05/Suora-yhteys.pdf
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