in-house solutions with bespoke internal web apps that integrate microblogging and corporate communications or using third-party platforms like Jive or Newsgator with microblogging capabilities. The waiting game The growing significance of microblogging itself is a challenge for some organisations and leaders. Due to the high proportion of informal conversations and the ambiguity of the work purpose, the value of the platform as a foundation for knowledge transfer is often misunderstood and undervalued. However interactions, whether physical or virtual, are dynamic and complex webs and are therefore irreverent of any defined formula. So for leaders, seeing the direct value from this type of interaction is a matter of nurture, then 'wait and see'. In a recent review of Yammer's success at Deloitte 2 , external researchers analysed the 14 days of recent Yammer conversations. Interestingly, results showed that the majority of responses fell into the categories of discussion [38%], sharing [15%], updates [14%], problems and advice [13%], social and praise [12%] and administration [2%] with only a minority of posts related to new ideas [6%]. Although idea generation responses may seem low, the value of these shared virtual water cooler conversations for sharing and providing input, creating new knowledge, problem solving, harnessing existing knowledge and moreover building the social fabric for healthy knowledge culture is insurmountable in a mobile world. Trust, the new commodity For organisations, letting go and waiting for the fruits of social networking comes down to a matter of trust. Most of the firms we interviewed admitted that