One of the biggest challenges that marketing executive have to figure out is “do they build their own social network and hope to drive adoption” or ” leverage another fully available social network that is already out there”.
Jeremiah Owyang at Forrester is about to release a report on this topic. This is a tough call. I lean to not building one internally at first, but I see that doing something now rather than later might be the best call. The question is what is the right approach.