“The truth of most modern work is that we analyse data and information and reach out to our networks in order to gain access to knowledge. We collaborate on ideas and then have a burst of work that reflects the sharing of ideas. And, of course, once we have produced something, we then tend to socialise it again within our networks in order to refine the ideas we’ve produced. This is knowledge work in action and people are at the centre of it.”

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“Various theories from social psychology have been used to explain this ‘whats in it for me’ factor to better understand how to successfully introduce social computing tools into corporate environments. Maslow’s Hierarchy of Needs is often the first theory put forward.”

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