Thanks for sharing, fantastic story!! So many executives I talk with at conferences want “an enterprise Facebook” but I caution them: because they don’t understand that one of the key reasons that open networks like Facebook encourage sharing is *they aren’t the enterprise*, they are neutral ground and are more free of organizational control; they allow people to be more individual and step outside of the “employee” role. The part of your story that’s most interesting to me is the fact that Serena is engaging *external* customers and prospective employees seamlessly. When companies have social networks constrained by the enterprise, their value is, at best, incremental because the network effect is an order of magnitude less.

Do you know how long this took and how many people? What did the effort look like?

Thanks again for sharing!