How to use corporate social networks to gain a competitive edge

January 21, 2013, 18:30 lecture

On January 21, INSEAD Business School Professor Andrei Shipilov gave a talk at the Digital October Press Center. The talk was on “How to use corporate social networks to gain a competitive edge.”

Andrei Shipilov is a professor of strategic management at the INSEAD business school and received his Ph.D. from the University of Toronto. His research works have been published in a number of renowned publications including the MIT Sloan Management Review, Harvard Business Review Russia and Academy of Management Journal. Andrei conducts research into building social networks and innovation management. He is currently working on a book on strategic business alliances.

Many companies create internal social networks for employees to interact, however, only a few manage to do this successfully. Experts from INSEAD conducted a survey of 1,060 managers of international companies and discovered that only 30% believe that corporate social networks have contributed to the company’s success.

The research demonstrated that for programs to develop corporate social networks to be successful, two criteria must be met. Firstly, these projects must be run by managers who trust their employees. Secondly, corporate social networks must nurture and maintain a strong emotional connection between the company and its employees. Businesses that understand this go far: their circulation of information and discipline improves, corporate values become more ingrained and the staff turnover drops.

What is the point of having a corporate social network if self-organization is one of the company’s strengths? How can an emotional connection between employees and their company be created through a social network? How do social networks help businesses gain a competitive edge? The lecture can help you find the answers to all of these questions and much more.

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