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As social technologies have evolved, they have increased in adoption across a wide spectrum of
businesses, industries, and geographies. Some organizations, usually with strong business and IT
alignment, are realizing that social technologies initiated for one business activity can spark innovative
uses in other areas. This insight creates motivation to widen the reach and adoption of these
investments. Unfortunately, this is not always the case; many organizations are still struggling with how
to justify social business investments in a way that reflects their actual business value. This inability to
quantify the business impact of social technology has become a key inhibitor to adoption.