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The deployment of social media inside and across enterprises, i.e. 'enterprise 2.0', has garnered significant attention, not least due to considerable levels of market push and hype from technology vendors, benchmarking institutions and consultancy firms. However, for some organizations, encouraging open and uninhibited knowledge exchanges may actually clash with past habits of relying on designed and structured strategies to manage communication. This paper has two objectives: first, todoi:10.1109/hicss.2012.243 dblp:conf/hicss/HertoghV12 fatcat:ni2mahh63bezpmvfwm77g3kkum