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How social media is transforming employee communications at Sun Microsystems
Author(s) -
Barker Paris
Publication year - 2008
Publication title -
global business and organizational excellence
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.227
H-Index - 16
eISSN - 1932-2062
pISSN - 1932-2054
DOI - 10.1002/joe.20209
Subject(s) - grassroots , social media , business , public relations , marketing , computer science , political science , world wide web , politics , law
Abstract 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. © 2008 Wiley Periodicals, Inc.