Eric Prenen:

If social media is not knowledge management, then you need a different approach to create value out of social media — you need to become a social organization.  Anthony Bradley and myself have been looking at this, as we have seen more than our share of social media as next generation knowledge management fail to yield results.

Answering the question of, how do organizations gain value from social media, particularly in situations here they have not been successful with knowledge management rests in a new view of collaboration — mass collaboration.

Mass collaboration consists of three things: social media, a compelling purpose and a focus on forming communities