Knowledge@wharton

Companies like Hewlett-Packard Ernst & Young and Del Monte Pet Foods have more in common than one may think: They are all savvy participants in the growing trend of consumers’ use of social networking technologies to access information and get what they need. According to speakers at the recent Supernova conference in San Francisco too few companies study how people actually interact with the Internet and utilize online collaborative tools and are therefore not using the social networking phenomenon to their advantage. See acast.com/privacy for privacy and opt-out information.