It is clear that social networks and related platforms are making an ever-bigger impact in the enterprise. Companies using these approaches, however, should be crystal clear about one thing: Employing blogs, Facebook, Twitter or any of the myriad other social media tools in a business scenario is significantly different than consumer use.

Much flows from that one statement. Unlike the freeform use by teenagers ? and, increasingly, us electronic village elders ? corporate social media initiatives must be carefully researched, secured, measured and managed.

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