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the sum total of those tweets added up to something truly substantive, like a suspension bridge made of pebbles

The technology writer Clive Thompson calls this "ambient awareness": by following these quick, abbreviated status reports from members of your extended social network, you get a strangely satisfying glimpse of their daily routines. We don't think it at all moronic to start a phone call with a friend by asking how her day is going. Twitter gives you the same information without your even having to ask.

How? Small steps, most of them logical and obvious, such as: change performance appraisal guidelines so that knowledge sharing is taken into consideration find out about someone’s knowledge sharing habits not by checking the amount of posts on the intranet but by asking their peers (check for quality of contributions and willingness to help, for example) use knowledge audit questionnaires and interviews to gather data (obviously!) and to, simultaneously, emphasise the behaviours expected from staff have idea banks but make the idea cycle completely open and transparent so that ideas are owned and worked on by all those interested review the way the organisation rewards and recognises new ideas, new business, good results, etc..