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Deloitte LLP's Technology, Media & Telecommunications (TMT) practice has recently released the results of the 2009 Tribalization of Business Study, which evaluates the perceived potential of online communities and identifies how enterprises believe they may better leverage them. Conducted in conjunction with Beeline Labs and the Society for New Communications Research, this second edition of the Tribalization of Business Study measured the responses of more than 400 companies including Fortune 100 organizations which have created and maintain online communities today. Survey results indicate that while enterprises are effectively using online tools to engage with customers, partners, and employees for brand discussion and idea generation, organizations are continuing to struggle with harnessing social media's full potential.
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