This article shows that social communication is not about building the next SharePoint or any other social networking platform. It is about building a movement that was already documented more than a century ago – by Abraham Lincoln.

Abhram Lincoln understood social communication. On the Illinois State Senate floor in 1840, he articulated rules for running successful political campaigns which, with minor adaptations, served to implement social communication in any organization or community. One of the rules we always use in our work at Innovisor is:

To persuade the undecided, send in SOMEONE THEY TRUST.
the element that makes this approach truly “social” is that trust creates the links between individuals in a community that form it into a real network. Trust levels rarely if ever map to the boxes and lines of an organizational chart, and identifying trusted individuals invariably requires a communicator to ask about whom an individual prefers to discuss organizational topics with.

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