A wide variety of companies have already harnessed the power of social media to attract workers, foster innovation, increase efficiency, develop talent, and engage employees. These organizations have weighed the risks and rewards of implementing social media, and have ultimately found great success in the workplace, both tangible and intangible.

At networking software company Cisco, social media is an integral part of company culture. Cisco claimed to be the first company to take orders and offer support online. The company also uses web technology to reduce travel costs by offering online training. Cisco’s “Nerd Lunch” program uses telepresence technology to share information between its operations in Texas, California, and beyond.

The BT Group, a UK-based telecommunications company, has used social media to build relationships in creative new ways. Several years ago, employees were given the opportunity to converse with the previous CEO every six weeks via a 90-minute online chat session. The company also uses an internal wiki called “BTPedia,” as well as a blog that allows employees and customers to keep up on company news and add their thoughts through comments.

In addition to the organizations highlighted, many other organizations are also taking advantage of these tools. The Central Intelligence Agency (CIA) is always looking for tech-savvy candidates, making social media an ideal connection channel. Oracle has reached out to female workers with its OWL initiative (Oracle’s Women’s Leadership), a thriving talent development program. OWL uses cutting-edge social software tools that give members access to announcements, reading suggestions, links to industry resources, and links to professional career coaches. The online portal is also supplemented by chat and forum discussion features, making communication and learning both fast and easy. Even the Roman Catholic Church has jumped on the social media bandwagon, offering a YouTube channel that allows worshippers to keep up with the activities of the pope. The Church hopes that new technology will encourage young Catholics to “bring the witness of their faith to the digital world.”

Many companies have used social media to foster innovation and knowledge creation. Best Buy’s Geek Squad uses wikis, video games, and other unorthodox technologies to help employees manage progress, exchange service tips, and even contribute to product development and marketing. The Geek Squad wiki was used to design a flash drive with a retractable USB connector, earning the group several technical design awards. Health organization Philips has begun experimenting with Second Life for its product developments in the area of lighting. Oracle uses wikis extensively in its daily operations and even has its own microblogging service, Oratweet. These tools allow Oracle team members to contribute to projects anytime, anywhere.

One of the most groundbreaking uses of social media was that of the Obama campaign in 2008 and we expect a much bigger one in 2011-12. Through the integration of several networking tools, the campaign made it easy for supporters to donate money, fight smear campaigns, and organize locally. The Church of Jesus Christ of Latter-Day Saints (LDS Church) now uses podcasts to broadcast the Church’s semiannual conference in Salt Lake City, giving church followers an insider’s look at their leaders and Church processes.

Several companies are using social media to help employees and students learn. Detroit’s Henry Ford Hospital made news when it broadcast a brain surgery on YouTube, which was viewed by medical students nationwide. This broadcast gave students a look not only into the technical processes of the surgery, but also into the intuitive decision-making processes of the head surgeon. Oracle’s Global Leadership Academy is another example of success in talent development; the program is aimed at senior leaders and uses a wiki, discussion forum, and live web seminar sessions to help develop leadership skills and ensure the safety of Oracle’s future.

In order to engage employees, Best Buy created an internal social networking community called Blue Shirt Nation, which reinforces the company’s emphasis on mentoring. Oracle took similar measures by creating OracleConnect, a social networking site that allows users to create profiles, share information, and search for others in the company. IBM’s Beehive is yet another example; this social networking tool includes popular features such as “top five” lists, which helps workers connect with each other based on interests and light discussions.

Each of these organizations has used social media to connect workers in creative ways. When it comes time to design a social media strategy, it can be difficult to choose what tools may be necessary. Companies looking to communicate might first investigate the use of a blog. Workers who want to collaborate may benefit from a wiki. Organizations that want to bring their employees closer together might consider an internal social networking site. When making a decision, it is critical to stick to the company’s purpose, goals, and key strategies.