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There are two key areas where this is happening and where it is having an impact on organisational learning.Extensive use of public social media sites like YouTube, Scribd, Slideshare, Blogger, Wordpress, Wikipedia, and so on, that support the creation, sharing and commenting of content, as well as the co-creation of content, means that workers are now using similar approaches in their organisations to co-create and share their own content within their own work teams.Extensive use of social networking sites like Facebook, Twitter, LinkedIn, etc where individuals have built a personal network of trusted friends, means that they are using similar approaches to build networks of trusted colleagues (both internally and externally), as well as power team workspaces and internal communities of practice.

It is clear that a huge number of people who have been using social media for their personal use have now recognised their value for professional use, and are also using the very same tools to address their own organisational problems – mainly because enterprise systems just don’t provide them with the functionality they require to do so. Forrester estimated this was around 47% business users in early 2011 and was likely to rise to 60% by then end of the year.