Some companies simply aren't ready for the social-media revolution, argue Jeanne Meister and Karie Willyerd. "A key question to ask is: 'Do we really want to have a two-way conversation with our employees, partners and suppliers?'" Meister and Willyerd write. If the answer's anything but an unequivocal yes, they add, you might be better off experimenting with low-key, internal social-media tools before you roll out a customer-facing strategy.

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