A social networking site can be a very powerful community building engine, allowing employees, partners and even customers to stay better connected to an organization in ways we've never seen before. But this article at Social Media Insider paints a picture of what can happen when that same community uses the social network to turn on the organizer and poke fun at their efforts. The social network they refer to (though it's more of a social suggestion box) is called "My Starbucks Idea" and is a new effort by Starbucks to tap the wisdom of their highly caffeinated clientele.I think the article is a little harsh on the new Starbucks site but an interesting warning to others creating community sites. I'm confident that in most cases the benefits of community development through social networking will far outweigh any risks of a disgruntled poster. Maybe I better go check my Facebook Group to see if anyone is poking fun at me!
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