The fact that a growing proportion of the world population has a relationship with social networking sites could prove very valuable for companies. The question is whether this represents a business opportunity, whether companies know how to make the most of it and if they will make the necessary efforts to adapt to these new platforms. In the modern world, social networking sites have enormous potential for large as well as small and medium-sized enterprises (SMEs); most companies are aware of the need for a presence on social networking sites, but at the moment their e-business strategies...

This book shows how to align strategy, organization design, human resource management and e-business practice in developing successful social networking programs, taking into account the global financial crisis and challenges to traditional business models.