Using wikis to improve productivity, reduce email overload, and foster the sharing of knowledge
Socialtext Customer Stories: Dresdner Kleinwort Wasserstein, Nokia, Informative, USC Annenberg Center for Communication, Ziff Davis Media, Stata Labs, Kodak, Soar Technology, Institute for the Future, Zipp/Composite Tech
Earlier this month, Warner became the first major record label to ask MP3? blogs to play its music. But as is sometimes the case when marketers try to insinuate themselves into online communities, the company's approach did not go as planned. Warner - which was part of the Time Warner media empire until February, when it was sold to a group of investors led by Edgar Bronfman Jr. - ran into a culture clash with the small world of MP3? blogs, annoying some of the very people it wanted to win over, especially after one or more people at Warner apparently posted anonymous messages to make it appear that ordinary music fans were defending the label.