1. Why might social business be especially useful for global companies?2. What were some of the benefits that IBM social tools can provide for businesses like the fictitious Greenwell Couture?3. What made Cemex a good candidate for a company-wide social network?4. What types of things can go wrong when changing the culture of an organization to be more social and collaborative?

For many years, kellogg's frosted flakes, a ready-to-eat breakfast cereal, was perceived as a cereal for children. tony the tiger, a cartoon character, extolled frosted flakes, and advertisements depicted children enjoying the product with tony in competitive situations. recently, in response to declining sales of frosted flakes, the cereal maker has adopted a new series of advertisements that show adults admitting that they enjoy frosted flakes, too. kellogg's is attempting to