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White paper on dialogue in communications and social media. This paper.explains how the development online go hand in hand with a tendency, which has existed in many years in communications and management. All communication gets more dialogue oriented and value based. The paper gives you ideas on how an organisation can adapt to this development (which does not necessarily include social media, although it often will be a good idea). The paper point out witch objectives an organisation should set for its communication today. And the paper inspires you to solutions in web 2.0 online communication.