Mídias Sociais nos Negócios - Artigo publicado na DOM da FDC 2010 (reprint)
Autor: Rivadávia C. Drummond de Alvarenga Neto | Publicado: 2012-02-22T03:53:00-02:00

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As mídias sociais no ambiente dos negócios
POR Rivadávia Drummond de Alvarenga Neto, Chun Wei Choo, Renato Rocha Souza e Roberto Sagot

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 <![endif]-->    <!--StartFragment-->  Há mais de uma década pesquisamos temas ligados à informação e ao conhecimento no ambiente de negócios das organizações de classe mundial. Nosso grupo analisou algumas das melhores práticas de organizações transnacionais – 3M, Xerox, British Telecom, Dow, Novartis e Chevron, dentre outras – e realizou os primeiros estudos qualitativos em profundidade sobre a gestão do conhecimento no ambiente brasileiro de negócios.Depois de analisarmos três organizações que são referência no tema no Brasil – Centro de Tecnologia Canavieira, Siemens e PricewaterhouseCoopers – concluímos que a gestão do conhecimento se concentra na criação das condições e do contexto em que o conhecimento é criado, compartilhado e colocado em ação, visando alcançar os objetivos da empresa. Insistimos que o conhecimento, a partir de nosso recorte epistemológico, não pode ser gerenciado: o que se gerencia é apenas o contexto e a prontidão com que ele se manifesta na organização. Esse contexto é chamado de “capacitante” ou “Ba” e já foi tema de outras artigos, que publicamos em&nbsp; edições anteriores da DOM.Quando analisamos a evolução da gestão do conhecimento, dos anos 90 até a primeira década do século 21, encontramos três grandes marcos: 
<!--[if !supportLists]-->·&nbsp;A gestão da informação organizacional – alavancagem do estoque de conhecimento explícito da organização (gestão de conteúdos e documentos, sistemas de informação, etc.).<!--[if !supportLists]-->·A gestão do conhecimento organizacional – alavancagem do conhecimento tácito (experiencial) dos membros da organização (comunidades de práticas, localizadores de expertise, ideação e aprendizado organizacional estratégico, dentre outros). <!--[if !supportLists]-->·&nbsp;A gestão do conhecimento coletivo – alavancagem do conhecimento coletivo em redes dinâmicas de conhecimento e aprendizado (processo interorganizacional, no qual o “gerenciamento” das conversas é facilitado pelos processos sociais e mídias sociais). 
O que diferencia essa percepção de nossos trabalhos anteriores é a ampliação dos níveis de interação (indivíduos, equipes, organizações e redes de organizações), conforme recente publicação conjunta da Fundação Dom Cabral e Universidade de Toronto (Alvarenga Neto &amp; Choo, 2010). Dixon &amp; Greenes parecem confirmar nossa percepção, ressaltando o aumento da complexidade no processo (Figura 1).
O objetivo deste artigo é explorar essa nova face da gestão do conhecimento – denominada “gestão do conhecimento coletivo” – com o uso das mídias digitais e os processos sociais nos negócios. Trata-se, na verdade, de uma pesquisa exploratória, ainda em estágio inicial, mas com resultados que podem interessar os leitores.

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 <![endif]-->    <!--StartFragment-->  Figura 1 – Evolução da gestão do conhecimento<!--EndFragment-->


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 <![endif]-->    <!--StartFragment-->  Fonte: Adaptado de Dixon &amp; Greenes, 2008.

CONCEITOS FUNDAMENTAIS  
As mídias sociais surgiram como facilitadoras do processo de interação social, utilizando tecnologias de fácil acesso, amplamente escalonáveis e baseadas na Web. Em verbete publicado na Wikipédia, Kaplan &amp; Haenlein (2010) definem as mídias sociais como “um grupo de aplicativos baseados na internet, que se utilizam dos fundamentos ideológicos e tecnológicos da Web 2.0 que, por sua vez, permite a criação e compartilhamento de conteúdos gerados por usuários”. É cada vez mais comum nas organizações o uso dos termos sinônimos “mídias sociais” e “mídias geradas pelos usuários” (do inglês CGM – Consumer Generated Media). A distinção entre mídias sociais e mídias tradicionais (jornal, revista, rádio e televisão) pode ser analisada a partir de cinco propriedades distintas:<!--[if !supportLists]-->1.&nbsp;&nbsp; <!--[endif]-->Alcance – tanto as mídias tradicionais como as mídias sociais possibilitam escala e capacitam a organização para o alcance de uma audiência global.<!--[if !supportLists]-->2.&nbsp;&nbsp; <!--[endif]-->Acessibilidade – as mídias tradicionais são objeto de concessão e dependem de recursos protegidos ou proprietários, muitas vezes em mãos de empresas privadas ou governos. As ferramentas das mídias sociais estão amplamente disponíveis a custo zero ou ínfimo, para todos os usuários da web.<!--[if !supportLists]-->3.&nbsp;&nbsp; <!--[endif]-->Usabilidade – a produção/geração das mídias tradicionais é normalmente restrita aos profissionais com treinamento e habilidades especializadas. A geração/consumo de conteúdo de mídias sociais é amplamente facilitada pelo uso de interfaces amigáveis – qualquer pessoa, sem treinamento específico e com um mínimo de habilidades, pode operá-las virtualmente.<!--[if !supportLists]-->4.&nbsp;&nbsp; <!--[endif]-->Atualidade – a divulgação de conteúdos produzidos para as mídias tradicionais pode ser lenta. Os pesquisadores enfrentam hoje um tempo médio de espera de 18 meses para publicar seus papers em journals de referência, o que muitas vezes faz o conhecimento ser “datado” no momento de sua publicação. A antiga enciclopédia Barsa possuía um time-to-market tão longo que, ao ser publicado, seu conhecimento já estava fossilizado. O conteúdo gerado a partir da utilização de mídias sociais é instantâneo e as correções/atualizações são imediatas. Como os canais de mídias tradicionais vêm adotando ferramentas das mídias sociais é bem provável que esta propriedade deixe de ser distintiva.<!--[if !supportLists]-->5.&nbsp;&nbsp; <!--[endif]-->Permanência – uma vez publicados, os conteúdos das mídias tradicionais não podem mais ser alterados. Já as mídias sociais podem ser modificadas, comentadas e editadas, instantaneamente. O conhecimento publicado na web é mais perene do que o veiculado em jornais, TV, rádio e revistas.
É comum confundir o conceito de mídias sociais com o de “redes sociais”. Uma rede social é constituída por atores (indivíduos ou organizações) – denominados “nós” –, conectados por um ou mais tipos de laços de dependência (amizade, relacionamento, interesse comum, conhecimento, prestígio, dentre outros). Wasserman &amp; Faust (2006) definem “rede social” como um conjunto de dois elementos: atores (pessoas, grupos ou organizações – os “nós” da rede) e conexões (interações ou laços sociais). Os autores enumeram as possibilidades de conexão ou laços relacionais:
<!--[if !supportLists]-->§&nbsp;<!--[endif]-->Avaliação de uma pessoa por outra: amizade, respeito, afeto.<!--[if !supportLists]-->§Transferência de recursos materiais: transações de negócios, empréstimos.<!--[if !supportLists]-->§Associação ou afiliação: comparecimento a eventos sociais ou pertencimento ao mesmo clube.<!--[if !supportLists]-->§&nbsp;Interação comportamental: conversas, envio de mensagens.<!--[if !supportLists]-->§Movimentações entre lugares ou status: migrações, mobilidade social e/ou física.<!--[if !supportLists]-->§&nbsp;Conexão Física: estrada, rio ou ponte conectando dois pontos.<!--[if !supportLists]-->§&nbsp;Relações formais: autoridade.<!--[if !supportLists]-->§&nbsp;Relações biológicas: afeto, descendência, ascendência. 
Em outras palavras, uma rede social é um mapa dos laços relevantes de todos os “nós” estudados.
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   UnhideWhenUsed="false" Name="Medium Grid 2 Accent 6"/>   <w:LsdException Locked="false" Priority="69" SemiHidden="false"
   UnhideWhenUsed="false" Name="Medium Grid 3 Accent 6"/>   <w:LsdException Locked="false" Priority="70" SemiHidden="false"
   UnhideWhenUsed="false" Name="Dark List Accent 6"/>   <w:LsdException Locked="false" Priority="71" SemiHidden="false"
   UnhideWhenUsed="false" Name="Colorful Shading Accent 6"/>   <w:LsdException Locked="false" Priority="72" SemiHidden="false"
   UnhideWhenUsed="false" Name="Colorful List Accent 6"/>   <w:LsdException Locked="false" Priority="73" SemiHidden="false"
   UnhideWhenUsed="false" Name="Colorful Grid Accent 6"/>   <w:LsdException Locked="false" Priority="19" SemiHidden="false"
   UnhideWhenUsed="false" QFormat="true" Name="Subtle Emphasis"/>   <w:LsdException Locked="false" Priority="21" SemiHidden="false"
   UnhideWhenUsed="false" QFormat="true" Name="Intense Emphasis"/>   <w:LsdException Locked="false" Priority="31" SemiHidden="false"
   UnhideWhenUsed="false" QFormat="true" Name="Subtle Reference"/>   <w:LsdException Locked="false" Priority="32" SemiHidden="false"
   UnhideWhenUsed="false" QFormat="true" Name="Intense Reference"/>   <w:LsdException Locked="false" Priority="33" SemiHidden="false"
   UnhideWhenUsed="false" QFormat="true" Name="Book Title"/>         <![endif]-->  <!--[if gte mso 10]> 
 /* Style Definitions */
table.MsoNormalTable
 {mso-style-name:"Table Normal";
 mso-tstyle-rowband-size:0;
 mso-tstyle-colband-size:0;
 mso-style-noshow:yes;
 mso-style-priority:99;
 mso-style-parent:"";
 mso-padding-alt:0cm 5.4pt 0cm 5.4pt;
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 mso-para-margin-bottom:.0001pt;
 mso-pagination:widow-orphan;
 font-size:10.0pt;
 font-family:"Times New Roman";}
 <![endif]-->    <!--StartFragment-->  Uma vez esclarecidos os conceitos de mídias e redes sociais, é importante analisarmos outro conceito relevante – o ARS-Análise de Redes Sociais (do inglês SNA - social network analysis). A ARS é o mapeamento e a mensuração das relações e fluxos entre pessoas, grupos, organizações e/ou quaisquer outras formas, entidades de informação e conhecimento conectadas. Alguns exemplos das métricas em ARS são: os graus de centralidade (centrality), proximidade (closeness) e intermediação (betweenness). Há vários softwares disponíveis para auxílio às análises de redes sociais, dentre eles o UCINet, PAJEK e Inflow.


MIDIAS SOCIAIS: NÚMEROS E TIPOLOGIA
As mídias sociais podem ser utilizadas para compartilhar, publicar, discutir, jogar games online e participar de mundos virtuais. Os usuários podem manter blogs, compartilhar vídeos, fotos e podcasts (criado a partir das siglas Personal On Demand, algo pessoal e por demanda, e Broadcasting, transmissão de rádio e TV), trocar mensagens instantâneas, participar de causas e eventos sociais, etc. Na Figura 2, temos uma representação tipológica das mídias sociais (sempre provisória), ressaltando que uma ferramenta ou mídia pode pertencer a mais de um dos tipos propostos.

Figura 2: Tipologia de mídias sociais<!--EndFragment-->


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  DefSemiHidden="true" DefQFormat="false" DefPriority="99"
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   UnhideWhenUsed="false" Name="Colorful List Accent 5"/>   <w:LsdException Locked="false" Priority="73" SemiHidden="false"
   UnhideWhenUsed="false" Name="Colorful Grid Accent 5"/>   <w:LsdException Locked="false" Priority="60" SemiHidden="false"
   UnhideWhenUsed="false" Name="Light Shading Accent 6"/>   <w:LsdException Locked="false" Priority="61" SemiHidden="false"
   UnhideWhenUsed="false" Name="Light List Accent 6"/>   <w:LsdException Locked="false" Priority="62" SemiHidden="false"
   UnhideWhenUsed="false" Name="Light Grid Accent 6"/>   <w:LsdException Locked="false" Priority="63" SemiHidden="false"
   UnhideWhenUsed="false" Name="Medium Shading 1 Accent 6"/>   <w:LsdException Locked="false" Priority="64" SemiHidden="false"
   UnhideWhenUsed="false" Name="Medium Shading 2 Accent 6"/>   <w:LsdException Locked="false" Priority="65" SemiHidden="false"
   UnhideWhenUsed="false" Name="Medium List 1 Accent 6"/>   <w:LsdException Locked="false" Priority="66" SemiHidden="false"
   UnhideWhenUsed="false" Name="Medium List 2 Accent 6"/>   <w:LsdException Locked="false" Priority="67" SemiHidden="false"
   UnhideWhenUsed="false" Name="Medium Grid 1 Accent 6"/>   <w:LsdException Locked="false" Priority="68" SemiHidden="false"
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   UnhideWhenUsed="false" Name="Dark List Accent 6"/>   <w:LsdException Locked="false" Priority="71" SemiHidden="false"
   UnhideWhenUsed="false" Name="Colorful Shading Accent 6"/>   <w:LsdException Locked="false" Priority="72" SemiHidden="false"
   UnhideWhenUsed="false" Name="Colorful List Accent 6"/>   <w:LsdException Locked="false" Priority="73" SemiHidden="false"
   UnhideWhenUsed="false" Name="Colorful Grid Accent 6"/>   <w:LsdException Locked="false" Priority="19" SemiHidden="false"
   UnhideWhenUsed="false" QFormat="true" Name="Subtle Emphasis"/>   <w:LsdException Locked="false" Priority="21" SemiHidden="false"
   UnhideWhenUsed="false" QFormat="true" Name="Intense Emphasis"/>   <w:LsdException Locked="false" Priority="31" SemiHidden="false"
   UnhideWhenUsed="false" QFormat="true" Name="Subtle Reference"/>   <w:LsdException Locked="false" Priority="32" SemiHidden="false"
   UnhideWhenUsed="false" QFormat="true" Name="Intense Reference"/>   <w:LsdException Locked="false" Priority="33" SemiHidden="false"
   UnhideWhenUsed="false" QFormat="true" Name="Book Title"/>         <![endif]-->  <!--[if gte mso 10]> 
 /* Style Definitions */
table.MsoNormalTable
 {mso-style-name:"Table Normal";
 mso-tstyle-rowband-size:0;
 mso-tstyle-colband-size:0;
 mso-style-noshow:yes;
 mso-style-priority:99;
 mso-style-parent:"";
 mso-padding-alt:0cm 5.4pt 0cm 5.4pt;
 mso-para-margin:0cm;
 mso-para-margin-bottom:.0001pt;
 mso-pagination:widow-orphan;
 font-size:10.0pt;
 font-family:"Times New Roman";}
 <![endif]-->    <!--StartFragment-->  Fonte: Adaptado de Cavazza, 2008

       <!--[if gte mso 9]>           96   800x600   <![endif]-->  <!--[if gte mso 9]>     Normal   0               false   false   false      EN-US   JA   X-NONE                                                                                             <![endif]--><!--[if gte mso 9]>  <w:LatentStyles DefLockedState="false" DefUnhideWhenUsed="true"
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 <![endif]-->    <!--StartFragment-->  Destacamos 10 utilizações para as mídias sociais, ressaltando o espaço para controvérsias e o caráter sempre provisório da proposta:
<!--[if !supportLists]-->1.&nbsp;&nbsp; <!--[endif]-->Publicação – de notícias (em sites como o Digg), blogs (usando o Blogger ou o Wordpress), de qualquer tipo de conteúdo (Wikia) e enciclopédias (Wikipedia).<!--[if !supportLists]-->2.&nbsp;&nbsp; <!--[endif]-->Compartilhamento – de fotos (Flickr), vídeos (YouTube), músicas/rádio (Last FM), apresentações de powerpoint (Slideshare) e experiências de compras sociais (CrowdStorm).<!--[if !supportLists]-->3.&nbsp;&nbsp; <!--[endif]-->Discussão/conversação – Skype, Google Talk, Messenger e Meebo.<!--[if !supportLists]-->4.&nbsp;&nbsp; <!--[endif]-->Redes Sociais/comunidades – Ning, Facebook, Orkut, MySpace, Linkedin e Hi5 (entretenimento social).<!--[if !supportLists]-->5.&nbsp;&nbsp; <!--[endif]-->Microblogging – publicações curtas, normalmente restritas a menos de 200 caracteres, como o Twitter, Yammer (microblog corporativo) e Plurk.<!--[if !supportLists]-->6.&nbsp;&nbsp; <!--[endif]-->Lifestream – termo criado para descrever o fluxo de interações entre pessoas nas redes sociais, composto por mensagens, fotos, documentos e outras mídias, comentados pelos participantes. São múltiplas as possibilidades, como planejamento de eventos (Socializr, Meetup) ou discussões hipermidiáticas com os contatos sociais (Friendfeed), funcionalidade também presente em redes sociais como Facebook e Orkut.<!--[if !supportLists]-->7.&nbsp;&nbsp; <!--[endif]-->Livecast – canais multimídia criados por usuários para transmissão de vídeos e programas ao vivo como o Justin.Tv e o Y&nbsp;!Live.<!--[if !supportLists]-->8.&nbsp;&nbsp; <!--[endif]-->Mundos Virtuais – como o Second Life e o Habbo.<!--[if !supportLists]-->9.&nbsp;&nbsp; <!--[endif]-->Jogos Sociais – para jogos online como xadrez, dama, quebra-cabeças, cassino, jogos de cartas e outros, disponíveis no Pogo e Doof.<!--[if !supportLists]-->10.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <!--[endif]-->MMO (Massive Multiplayer Online Game) – jogos online que comportam centenas ou milhares de jogadores ao mesmo tempo, como Warcraft e KartRider. Os MMOs são também suportados em consoles de videogames, como o PS3 da Sony, Xbox da Microsfot e Wii da Nintendo.
Ao publicarmos números referentes às mídias sociais (no Brasil e no mundo), enfrentamos sempre um problema: os dados são tão efêmeros, que qualquer resultado de pesquisa fica “datado” no momento de sua publicação. O Brasil tem mais de 70 milhões de usuários de internet e estima-se que mais de 80% deles possuem perfil em mídias sociais. Os números aqui apresentados (Quadro 1) foram atualizados em outubro de 2010. Aconselhamos os leitores a confrontarem esses números com os dados divulgados, quase que diariamente, em sites especializados como o Alexa (www.alexa.com).

Quadro 1 – Mídias sociais em números

      
Facebook      Mais de 500 milhões de usuários150 milhões com acesso por dispositivos móveis  
      Orkut      Rede social com mais de 100 milhões de usuários,   muito utilizada no Brasil, embora venha perdendo popularidade para o Facebook  
      


Twitter      Mais de 105 milhões de usuáriosMédia de 55 milhões de tweets   por diaTwitterholics – Britney Spears, Lady Gaga e Barack Obama (5,5 milhões de   seguidores)Brasil é o segundo país que mais utiliza o Twitter  
      

LinkedIn      Mais de 60 milhões de usuários em 2010Já é ferramenta amplamente utilizada em recrutamento e seleção de   médias e grandes empresas   
      

&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; FourSquare      Ferramenta de geotagging (combina   GPS com mídias sociais)Mais de 0,5 milhões de usuáriosMais de 16 milhões de check-ins  
Fonte: desenvolvido pelos autores.

&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; MIDIAS SOCIAIS NOS NEGÓCIOS
As mídias sociais vêm sendo intensivamente utilizadas por organizações brasileiras e internacionais. Estudo recente, conduzido pela Burson-Marsteller, empresa global de relações públicas e comunicação, revela que grandes corporações internacionais já participam ativamente nas mídias sociais (pesquisa da Deloitte apresenta resultados semelhantes). O estudo mostrou que:<!--[if !supportLists]-->·&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <!--[endif]-->79% das 100 maiores companhias do Fortune Global 500 Index utilizam pelo menos uma das mais populares plataformas de mídias sociais: Facebook, YouTube, Twitter ou blogs corporativos.<!--[if !supportLists]-->·&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <!--[endif]-->65% das 100 maiores companhias internacionais possuem contas ativas no Twitter, 54% têm uma ‘Fan Page’ no Facebook, 50% possuem um canal no YouTube e 1/3 utilizam intensivamente blogs corporativos.<!--[if !supportLists]-->·&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <!--[endif]-->Apenas 20% das maiores companhias internacionais utilizam, simultaneamente, as quatro plataformas no relacionamento com seus stakeholders.
Uma ferramenta importante para avaliar o nível e a intensidade de engajamento de sua organização na utilização de mídias sociais é a “Pirâmide de Engajamento”, na qual a empresa e as pessoas que nela trabalham podem navegar em um contínuo, passando de meros “observadores” (watchers) a “curadores” (curators) (Figura 4).

Figura 4: Pirâmide de Engajamento – uso de mídias sociais

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   UnhideWhenUsed="false" Name="Medium List 2 Accent 2"/>   <w:LsdException Locked="false" Priority="67" SemiHidden="false"
   UnhideWhenUsed="false" Name="Medium Grid 1 Accent 2"/>   <w:LsdException Locked="false" Priority="68" SemiHidden="false"
   UnhideWhenUsed="false" Name="Medium Grid 2 Accent 2"/>   <w:LsdException Locked="false" Priority="69" SemiHidden="false"
   UnhideWhenUsed="false" Name="Medium Grid 3 Accent 2"/>   <w:LsdException Locked="false" Priority="70" SemiHidden="false"
   UnhideWhenUsed="false" Name="Dark List Accent 2"/>   <w:LsdException Locked="false" Priority="71" SemiHidden="false"
   UnhideWhenUsed="false" Name="Colorful Shading Accent 2"/>   <w:LsdException Locked="false" Priority="72" SemiHidden="false"
   UnhideWhenUsed="false" Name="Colorful List Accent 2"/>   <w:LsdException Locked="false" Priority="73" SemiHidden="false"
   UnhideWhenUsed="false" Name="Colorful Grid Accent 2"/>   <w:LsdException Locked="false" Priority="60" SemiHidden="false"
   UnhideWhenUsed="false" Name="Light Shading Accent 3"/>   <w:LsdException Locked="false" Priority="61" SemiHidden="false"
   UnhideWhenUsed="false" Name="Light List Accent 3"/>   <w:LsdException Locked="false" Priority="62" SemiHidden="false"
   UnhideWhenUsed="false" Name="Light Grid Accent 3"/>   <w:LsdException Locked="false" Priority="63" SemiHidden="false"
   UnhideWhenUsed="false" Name="Medium Shading 1 Accent 3"/>   <w:LsdException Locked="false" Priority="64" SemiHidden="false"
   UnhideWhenUsed="false" Name="Medium Shading 2 Accent 3"/>   <w:LsdException Locked="false" Priority="65" SemiHidden="false"
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   UnhideWhenUsed="false" Name="Medium Grid 3 Accent 3"/>   <w:LsdException Locked="false" Priority="70" SemiHidden="false"
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   UnhideWhenUsed="false" Name="Colorful Grid Accent 3"/>   <w:LsdException Locked="false" Priority="60" SemiHidden="false"
   UnhideWhenUsed="false" Name="Light Shading Accent 4"/>   <w:LsdException Locked="false" Priority="61" SemiHidden="false"
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   UnhideWhenUsed="false" Name="Medium Grid 3 Accent 4"/>   <w:LsdException Locked="false" Priority="70" SemiHidden="false"
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   UnhideWhenUsed="false" Name="Light Shading Accent 5"/>   <w:LsdException Locked="false" Priority="61" SemiHidden="false"
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   UnhideWhenUsed="false" Name="Medium Grid 1 Accent 5"/>   <w:LsdException Locked="false" Priority="68" SemiHidden="false"
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   UnhideWhenUsed="false" Name="Medium Grid 3 Accent 5"/>   <w:LsdException Locked="false" Priority="70" SemiHidden="false"
   UnhideWhenUsed="false" Name="Dark List Accent 5"/>   <w:LsdException Locked="false" Priority="71" SemiHidden="false"
   UnhideWhenUsed="false" Name="Colorful Shading Accent 5"/>   <w:LsdException Locked="false" Priority="72" SemiHidden="false"
   UnhideWhenUsed="false" Name="Colorful List Accent 5"/>   <w:LsdException Locked="false" Priority="73" SemiHidden="false"
   UnhideWhenUsed="false" Name="Colorful Grid Accent 5"/>   <w:LsdException Locked="false" Priority="60" SemiHidden="false"
   UnhideWhenUsed="false" Name="Light Shading Accent 6"/>   <w:LsdException Locked="false" Priority="61" SemiHidden="false"
   UnhideWhenUsed="false" Name="Light List Accent 6"/>   <w:LsdException Locked="false" Priority="62" SemiHidden="false"
   UnhideWhenUsed="false" Name="Light Grid Accent 6"/>   <w:LsdException Locked="false" Priority="63" SemiHidden="false"
   UnhideWhenUsed="false" Name="Medium Shading 1 Accent 6"/>   <w:LsdException Locked="false" Priority="64" SemiHidden="false"
   UnhideWhenUsed="false" Name="Medium Shading 2 Accent 6"/>   <w:LsdException Locked="false" Priority="65" SemiHidden="false"
   UnhideWhenUsed="false" Name="Medium List 1 Accent 6"/>   <w:LsdException Locked="false" Priority="66" SemiHidden="false"
   UnhideWhenUsed="false" Name="Medium List 2 Accent 6"/>   <w:LsdException Locked="false" Priority="67" SemiHidden="false"
   UnhideWhenUsed="false" Name="Medium Grid 1 Accent 6"/>   <w:LsdException Locked="false" Priority="68" SemiHidden="false"
   UnhideWhenUsed="false" Name="Medium Grid 2 Accent 6"/>   <w:LsdException Locked="false" Priority="69" SemiHidden="false"
   UnhideWhenUsed="false" Name="Medium Grid 3 Accent 6"/>   <w:LsdException Locked="false" Priority="70" SemiHidden="false"
   UnhideWhenUsed="false" Name="Dark List Accent 6"/>   <w:LsdException Locked="false" Priority="71" SemiHidden="false"
   UnhideWhenUsed="false" Name="Colorful Shading Accent 6"/>   <w:LsdException Locked="false" Priority="72" SemiHidden="false"
   UnhideWhenUsed="false" Name="Colorful List Accent 6"/>   <w:LsdException Locked="false" Priority="73" SemiHidden="false"
   UnhideWhenUsed="false" Name="Colorful Grid Accent 6"/>   <w:LsdException Locked="false" Priority="19" SemiHidden="false"
   UnhideWhenUsed="false" QFormat="true" Name="Subtle Emphasis"/>   <w:LsdException Locked="false" Priority="21" SemiHidden="false"
   UnhideWhenUsed="false" QFormat="true" Name="Intense Emphasis"/>   <w:LsdException Locked="false" Priority="31" SemiHidden="false"
   UnhideWhenUsed="false" QFormat="true" Name="Subtle Reference"/>   <w:LsdException Locked="false" Priority="32" SemiHidden="false"
   UnhideWhenUsed="false" QFormat="true" Name="Intense Reference"/>   <w:LsdException Locked="false" Priority="33" SemiHidden="false"
   UnhideWhenUsed="false" QFormat="true" Name="Book Title"/>         <![endif]-->  <!--[if gte mso 10]> 
 /* Style Definitions */
table.MsoNormalTable
 {mso-style-name:"Table Normal";
 mso-tstyle-rowband-size:0;
 mso-tstyle-colband-size:0;
 mso-style-noshow:yes;
 mso-style-priority:99;
 mso-style-parent:"";
 mso-padding-alt:0cm 5.4pt 0cm 5.4pt;
 mso-para-margin:0cm;
 mso-para-margin-bottom:.0001pt;
 mso-pagination:widow-orphan;
 font-size:10.0pt;
 font-family:"Times New Roman";}
 <![endif]-->    <!--StartFragment-->  Fonte: Adaptado de Altimeter Group (www.altimetergroup.com)

       <!--[if gte mso 9]>           96   800x600   <![endif]-->  <!--[if gte mso 9]>     Normal   0               false   false   false      EN-US   JA   X-NONE                                                                                             <![endif]--><!--[if gte mso 9]>  <w:LatentStyles DefLockedState="false" DefUnhideWhenUsed="true"
  DefSemiHidden="true" DefQFormat="false" DefPriority="99"
  LatentStyleCount="276">   <w:LsdException Locked="false" Priority="0" SemiHidden="false"
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   UnhideWhenUsed="false" QFormat="true" Name="No Spacing"/>   <w:LsdException Locked="false" Priority="60" SemiHidden="false"
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   UnhideWhenUsed="false" QFormat="true" Name="List Paragraph"/>   <w:LsdException Locked="false" Priority="29" SemiHidden="false"
   UnhideWhenUsed="false" QFormat="true" Name="Quote"/>   <w:LsdException Locked="false" Priority="30" SemiHidden="false"
   UnhideWhenUsed="false" QFormat="true" Name="Intense Quote"/>   <w:LsdException Locked="false" Priority="66" SemiHidden="false"
   UnhideWhenUsed="false" Name="Medium List 2 Accent 1"/>   <w:LsdException Locked="false" Priority="67" SemiHidden="false"
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   UnhideWhenUsed="false" Name="Medium Grid 3 Accent 1"/>   <w:LsdException Locked="false" Priority="70" SemiHidden="false"
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   UnhideWhenUsed="false" Name="Light Shading Accent 2"/>   <w:LsdException Locked="false" Priority="61" SemiHidden="false"
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   UnhideWhenUsed="false" Name="Medium Grid 3 Accent 2"/>   <w:LsdException Locked="false" Priority="70" SemiHidden="false"
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   UnhideWhenUsed="false" Name="Colorful Shading Accent 2"/>   <w:LsdException Locked="false" Priority="72" SemiHidden="false"
   UnhideWhenUsed="false" Name="Colorful List Accent 2"/>   <w:LsdException Locked="false" Priority="73" SemiHidden="false"
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   UnhideWhenUsed="false" Name="Light Shading Accent 3"/>   <w:LsdException Locked="false" Priority="61" SemiHidden="false"
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   UnhideWhenUsed="false" Name="Medium Shading 2 Accent 3"/>   <w:LsdException Locked="false" Priority="65" SemiHidden="false"
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   UnhideWhenUsed="false" Name="Medium List 2 Accent 3"/>   <w:LsdException Locked="false" Priority="67" SemiHidden="false"
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   UnhideWhenUsed="false" Name="Colorful Shading Accent 3"/>   <w:LsdException Locked="false" Priority="72" SemiHidden="false"
   UnhideWhenUsed="false" Name="Colorful List Accent 3"/>   <w:LsdException Locked="false" Priority="73" SemiHidden="false"
   UnhideWhenUsed="false" Name="Colorful Grid Accent 3"/>   <w:LsdException Locked="false" Priority="60" SemiHidden="false"
   UnhideWhenUsed="false" Name="Light Shading Accent 4"/>   <w:LsdException Locked="false" Priority="61" SemiHidden="false"
   UnhideWhenUsed="false" Name="Light List Accent 4"/>   <w:LsdException Locked="false" Priority="62" SemiHidden="false"
   UnhideWhenUsed="false" Name="Light Grid Accent 4"/>   <w:LsdException Locked="false" Priority="63" SemiHidden="false"
   UnhideWhenUsed="false" Name="Medium Shading 1 Accent 4"/>   <w:LsdException Locked="false" Priority="64" SemiHidden="false"
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   UnhideWhenUsed="false" Name="Medium Shading 1 Accent 5"/>   <w:LsdException Locked="false" Priority="64" SemiHidden="false"
   UnhideWhenUsed="false" Name="Medium Shading 2 Accent 5"/>   <w:LsdException Locked="false" Priority="65" SemiHidden="false"
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   UnhideWhenUsed="false" Name="Medium List 2 Accent 5"/>   <w:LsdException Locked="false" Priority="67" SemiHidden="false"
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   UnhideWhenUsed="false" Name="Medium Grid 2 Accent 5"/>   <w:LsdException Locked="false" Priority="69" SemiHidden="false"
   UnhideWhenUsed="false" Name="Medium Grid 3 Accent 5"/>   <w:LsdException Locked="false" Priority="70" SemiHidden="false"
   UnhideWhenUsed="false" Name="Dark List Accent 5"/>   <w:LsdException Locked="false" Priority="71" SemiHidden="false"
   UnhideWhenUsed="false" Name="Colorful Shading Accent 5"/>   <w:LsdException Locked="false" Priority="72" SemiHidden="false"
   UnhideWhenUsed="false" Name="Colorful List Accent 5"/>   <w:LsdException Locked="false" Priority="73" SemiHidden="false"
   UnhideWhenUsed="false" Name="Colorful Grid Accent 5"/>   <w:LsdException Locked="false" Priority="60" SemiHidden="false"
   UnhideWhenUsed="false" Name="Light Shading Accent 6"/>   <w:LsdException Locked="false" Priority="61" SemiHidden="false"
   UnhideWhenUsed="false" Name="Light List Accent 6"/>   <w:LsdException Locked="false" Priority="62" SemiHidden="false"
   UnhideWhenUsed="false" Name="Light Grid Accent 6"/>   <w:LsdException Locked="false" Priority="63" SemiHidden="false"
   UnhideWhenUsed="false" Name="Medium Shading 1 Accent 6"/>   <w:LsdException Locked="false" Priority="64" SemiHidden="false"
   UnhideWhenUsed="false" Name="Medium Shading 2 Accent 6"/>   <w:LsdException Locked="false" Priority="65" SemiHidden="false"
   UnhideWhenUsed="false" Name="Medium List 1 Accent 6"/>   <w:LsdException Locked="false" Priority="66" SemiHidden="false"
   UnhideWhenUsed="false" Name="Medium List 2 Accent 6"/>   <w:LsdException Locked="false" Priority="67" SemiHidden="false"
   UnhideWhenUsed="false" Name="Medium Grid 1 Accent 6"/>   <w:LsdException Locked="false" Priority="68" SemiHidden="false"
   UnhideWhenUsed="false" Name="Medium Grid 2 Accent 6"/>   <w:LsdException Locked="false" Priority="69" SemiHidden="false"
   UnhideWhenUsed="false" Name="Medium Grid 3 Accent 6"/>   <w:LsdException Locked="false" Priority="70" SemiHidden="false"
   UnhideWhenUsed="false" Name="Dark List Accent 6"/>   <w:LsdException Locked="false" Priority="71" SemiHidden="false"
   UnhideWhenUsed="false" Name="Colorful Shading Accent 6"/>   <w:LsdException Locked="false" Priority="72" SemiHidden="false"
   UnhideWhenUsed="false" Name="Colorful List Accent 6"/>   <w:LsdException Locked="false" Priority="73" SemiHidden="false"
   UnhideWhenUsed="false" Name="Colorful Grid Accent 6"/>   <w:LsdException Locked="false" Priority="19" SemiHidden="false"
   UnhideWhenUsed="false" QFormat="true" Name="Subtle Emphasis"/>   <w:LsdException Locked="false" Priority="21" SemiHidden="false"
   UnhideWhenUsed="false" QFormat="true" Name="Intense Emphasis"/>   <w:LsdException Locked="false" Priority="31" SemiHidden="false"
   UnhideWhenUsed="false" QFormat="true" Name="Subtle Reference"/>   <w:LsdException Locked="false" Priority="32" SemiHidden="false"
   UnhideWhenUsed="false" QFormat="true" Name="Intense Reference"/>   <w:LsdException Locked="false" Priority="33" SemiHidden="false"
   UnhideWhenUsed="false" QFormat="true" Name="Book Title"/>         <![endif]-->  <!--[if gte mso 10]> 
 /* Style Definitions */
table.MsoNormalTable
 {mso-style-name:"Table Normal";
 mso-tstyle-rowband-size:0;
 mso-tstyle-colband-size:0;
 mso-style-noshow:yes;
 mso-style-priority:99;
 mso-style-parent:"";
 mso-padding-alt:0cm 5.4pt 0cm 5.4pt;
 mso-para-margin:0cm;
 mso-para-margin-bottom:.0001pt;
 mso-pagination:widow-orphan;
 font-size:10.0pt;
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 <![endif]-->    <!--StartFragment-->  O Altimeter Group propõe o conceito de SocialGraphics como metodologia para a compreensão do comportamento social online dos clientes de uma organização. O método fornece a inteligência necessária para o desenvolvimento de uma “estratégia social” baseada na “Pirâmide de Engajamento”, construída com o foco do cliente.Vários autores defendem o que chamam de “7Cs” de utilização das mídias sociais nos negócios. Jonathan Richman, do blog Dose of Digital (especializado em gestão da saúde), é um desses defensores. Aqui estão os “7Cs”, com exemplos:
<!--[if !supportLists]-->1.&nbsp;&nbsp; <!--[endif]-->Comunicação (Communicating) – a Novartis possui uma página no Twitter para a comunicação e gestão de informações corporativas destinadas ao público em geral.<!--[if !supportLists]-->2.&nbsp;&nbsp; <!--[endif]-->Patrocínios ou suporte a causas (Cause Support/Sponsorship) – suporte a causas distintas, como a “Prevenção ao Câncer de Mama” no Facebook.<!--[if !supportLists]-->3.&nbsp;&nbsp; <!--[endif]-->Competição/votação/concurso (Contests) – o cantor adolescente canadense Justin Bieber realizou, recentemente, uma votação entre seus fãs do mundo todo, visando a promoção de sua turnê mundial.<!--[if !supportLists]-->4.&nbsp;&nbsp; <!--[endif]-->Pesquisa com consumidores (Consumer Research) - O site Patients Like Me criou uma comunidade sobre o tema da epilepsia, para entender como a doença vem sendo tratada. O objetivo é compartilhar sintomas, tratamentos e experiências de pacientes ao redor do mundo.<!--[if !supportLists]-->5.&nbsp;&nbsp; <!--[endif]-->Conexão com outros (Connecting Others) – congrega pessoas com perfis similares e permite o compartilhamento de informações e contatos online e off-line. É o mote de grande parte das redes sociais – o Facebook e o LinkedIn são exemplos desse tipo de conexão.<!--[if !supportLists]-->6.&nbsp;&nbsp; <!--[endif]-->Serviço aos clientes (Customer Service) – várias empresas, como a Best Buy e Comcast, vêm utilizando as mídias sociais para prestar diversos serviços aos seus clientes. No Brasil, podemos citar o Peixe Urbano.<!--[if !supportLists]-->7.&nbsp;&nbsp; <!--[endif]-->Construção de comunidades (Community Building) – comunidades em plataformas Ning ou Facebook vêm se tornando extremamente populares. Exemplos: a National Wildlife Federation &nbsp;e o Arena PBR do Canal Rural, com mais de 7.000 membros cadastrados.
Em nossa pesquisa (em andamento) descobrimos que algumas organizações de classe mundial, atuantes no Brasil, vêm utilizando as mídias sociais como parte integrante de suas estratégias de marketing digital. Isso acontece em todas as sete faces já citadas, com ênfase especial em algumas arenas distintas e sinérgicas: imagem e reputação - em gerenciamento de crises e relações públicas; marca e comunicação - monitoramento da marca ou mercado e aumento da reputação da marca; institucional e negócios – em causas humanitárias, geração de conteúdo exclusivo e personalizado, campanhas, ações de marketing, venda de produtos e serviços, desenvolvimento de produtos e inovação, suporte ao cliente; e na gestão do conhecimento. Para exemplificar a utilização de mídias sociais nos negócios, selecionamos algumas experiências das organizações:
<!--[if !supportLists]-->§&nbsp; <!--[endif]-->Gerenciamento de crises – casos emblemático&nbsp;como a United Airlines (United Breaks Guitars ou “United Quebra Violões”: um vídeo no YouTube com quase 10 milhões de acessos, Comcast (A Comcast Technician Sleeping on my Couch ou “Técnico da Comcast dormindo no meu sofá”: &nbsp;outro vídeo no YouTube com mais de 1.5 milhões de acessos, e o caso da Cervejaria Devassa (filial Belo Horizonte) que utilizou mídias sociais como o Facebook, Orkut e Twitter para gerenciar uma crise de imagem, gerada por um e-mail viral de um consumidor insatisfeito.
<!--[if !supportLists]-->§&nbsp; <!--[endif]-->Ações práticas de comunicação – como o 10.000 Women, projeto de parceria entre a Fundação Dom Cabral, Insead e Goldman Sachs, voltado para o desenvolvimento do talento empreendedor, capacidade administrativa e educação gerencial de mulheres em mercados emergentes, que dificilmente teriam acesso a essa oportunidade. A FDC utiliza seu perfil no Twitter&nbsp;para divulgar o programa.
<!--[if !supportLists]-->§&nbsp; <!--[endif]-->Institucional e negócios – o Canal Rural do Grupo RBS é um benchmark no Brasil. Com grande audiência em mídias sociais, o Canal Rural utiliza mídias como o Twitter para um “diálogo digital” com seu público-alvo e gerencia duas comunidades Ning (Arena PBR e Lavouras do Brasil) que são verdadeiros fenômenos em número de participantes ativos e modelo de negócios. O Google Analytics é a ferramenta usada pelo Canal Rural para mensurar a efetividade de suas estratégias de mídias sociais, disponibilizando métricas para análise, como visualização de páginas, tempo de permanência, taxa de crescimento de usuários e frequência de postagens. Outro exemplo é a Nokia Siemens Networks (NSN), terreno fértil para a utilização de blogs corporativos e Wikis, visando a gestão de seu conhecimento organizacional.
CONCLUSÕES
A utilização de mídias sociais nos negócios é parte integrante da estratégia de marketing digital nas organizações e se configura também como suporte aos processos de gestão da informação e do conhecimento. O processo de gestão da utilização dessas mídias pode ser tanto formal e estruturado (característico de grandes organizações) quanto desestruturado e informal (típico em PMEs). O importante é definir uma utilização adaptada à estratégia do seu negócio – delimitar a audiência (público-alvo) com uma profunda compreensão do comportamento online de seu público, para gerar conteúdo, comunicação e interação, através da utilização inteligente dos níveis de engajamento propostos. Há muitos riscos associados à exposição e abertura, propiciadas pelas mídias sociais, mas o maior deles seria não explorar, experimentar, aprender e executar essas novas ferramentas. Mãos a obra!
---------Rivadávia Correa Drummond de Alvarenga Neto é &nbsp;Reitor do UNIBH (Centro Universitário de Belo Horizonte, professor e pesquisador convidado da Fundação Dom Cabral, pós-doutorado em Information Studies pela Universidade de Toronto, Canadá.Chun Wei Choo é professor e pesquisador da Faculty of Information Studies&nbsp; da Universidade de Toronto, Canadá.Renato Rocha Souza é professor e pesquisador da Fundação Getúlio Vargas e da Universidade Federal de Minas Gerais, e visiting fellow da University of Glamorgan, UK.Roberto Sagot é gerente de Marketing da Fundação Dom Cabral.

  PARA SE APROFUNDAR NO TEMA 
KAPLAN, Andreas M., HAENLEIN, Michael (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons 53 (1): 59–68. 
WASSERMAN, Stanley and FAUST, Katherine. 2006. Social Network Analysis: Methods and Applications. Cambridge: Cambridge University Press.
CAVAZZA, Fred. Social Media Landscape. http://www.fredcavazza.net
Chun Wei Choo, Rivadávia Correa Drummond de Alvarenga Neto, (2010) Beyond the ba: managing enabling contexts in knowledge organizations, Journal of Knowledge Management, Vol. 14 Iss: 4, pp.592 – 610
Dixon &amp; Greenes, 2008. The three eras of Knowledge Management. http://www.nancydixonblog.com/. 
Burson-Marsteller – The Burson-Marsteller Blog - http://www.burson-marsteller.com.&nbsp; 



  Recomendações de Leitura do Professor Chun Wei Choo
Chun Wei Choo é Professor da Faculty Of Information Studies da Universidade de Toronto no Canadá. É autor dos best-sellers “The Knowing Organzation” (Oxford University Press), “Information Management for the Intelligent Organization” (Information Today) e “The Strategic Management of Intellectual Capital and Organizational Knowledge”( OUP).&nbsp; Site: http://choo.ischool.utoronto.ca/ 
  <!--[if !supportLists]-->-&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <!--[endif]-->Journal of CMC - http://jcmc.indiana.edu/<!--[if !supportLists]-->-&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <!--[endif]-->Barry Wellman's publications - http://homes.chass.utoronto.ca/~wellman/publications/<!--[if !supportLists]-->-&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <!--[endif]-->Beer, D. (2008). Social Network(Ing) Sites…Revisiting The Story So Far: A Response To Danah Boyd &amp; Nicole Ellison. Journal of Computer–Mediated Communication, 13(2), 516-529.<!--[if !supportLists]-->-&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <!--[endif]-->Beer, D., &amp; Burrows, R. (2007). Sociology and, of and in Web 2.0: Some Initial Considerations. Sociological Research Online, 12(5), http://www.socresonline.org.uk/12/15/17.html.<!--[if !supportLists]-->-&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <!--[endif]-->Boyd, D., &amp; Ellison, N.B. (2008). Social Network Sites: Definition, History, And Scholarship. Journal of Computer–Mediated Communication, 13(1), 210-230; also available at http://jcmc.indiana.edu/vol213/issue211/boyd.ellison.html.<!--[if !supportLists]-->-&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <!--[endif]-->Boyd, D. (2008). Taken Out of Context: American Teen Sociality in Networked Publics. University of California-Berkeley, Berkeley, CA. (PhD thesis)<!--[if !supportLists]-->-&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <!--[endif]-->Ip, R.K.F., &amp; Wagner, C. (2008). Weblogging: A Study Of Social Computing And Its Impact On Organizations. Decision Support Systems, 45(2), 242-250.  <!--[if !supportLists]-->-&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <!--[endif]-->Westerman, D., van der Heide, B., Klein, K.A., &amp; Walther, J.B. (2008). How Do People Really Seek Information About Others?: Information Seeking Across Internet And Traditional Communication Channels. Journal of Computer-Mediated Communication, 13(3), 751-767.<!--[if !supportLists]-->-&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <!--[endif]-->Gitelman, L. (2006). Always Already New: Media, History, and the Data of Culture. Cambridge, MA: MIT Press.<!--[if !supportLists]-->-&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <!--[endif]-->Ito, M. (Ed.). (2009). Hanging Out, Messing Around, and Geeking Out: Kids Living and Learning with New Media. Cambridge, MA: MIT Press.<!--[if !supportLists]-->-&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <!--[endif]-->Livingstone, S. (2008). Taking Risky Opportunities In Youthful Content Creation: Teenagers' Use Of Social Networking Sites For Intimacy, Privacy And Self-Expression. New Media &amp; Society, 10(3), 393-411.<!--[if !supportLists]-->-&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <!--[endif]-->Shirky, C. (2008). Here Comes Everybody: The Power of Organizing Without Organizations. New York: Penguin Press.


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