Why should any business owner like social media? Because social media connects people – employees to other employees, employees to customers, business and IT decision makers and vice versa, customers to customers, and so on.
Let’s forget the public giants, Facebook and Twitter, for a moment and focus on the social media technologies that connect employees of large companies to each other, inside the company. In this scenario, social paradise is when your social technologies (think company blog and micro-blog), are adopted by your employees and help form social capital among 10s or 100s of thousands of them on a global scale, like at my company, Dell.
Why should you care? Social capital (really not an oxymoron!) is a critical fuel for corporate knowledge sharing, innovation and growth. What company does not want that?