I think his post also underlines that companies are inherently social. A company is a collection of humans. And (most) humans are social beings. I find most people don't look at companies this way. I hear lots of talk about social business as if business' are only social if they use social media internally and interact with the market via social media. Companies aren't social when they use social media. But, as Eryc says, social tools can be and should be used to make the social interactions between colleagues visible.
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