Sun Microsystems' CEO challenged his Global Employee Communications team to build communities within the company with social networking technology. Wikis, blogs, Facebook fan pages, and six islands on Second Life are just a few of Sun's new social media tools that employees use to learn, boost innovation, connect with executives and each other—and spread the good word about Sun. To achieve this quickly, the communications team collaborated across organizational boundaries, tapped grassroots social media efforts in other parts of the company, focused on a manageable number of short‐term projects, and showed a willingness to experiment.
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Paris Barker (2008) studied this question.