Social Networking for Business

Social networking may sound fluffy, but it can translate into real benefits for you and your company. William Baker, a professor of marketing at San Diego State University, surveyed 1,600 executives and found that firms that rely heavily on external social networks scored 24 percent higher on a measure of radical innovation than companies that don't. Online networks can help you hire the right people, market your product — or even find a manufacturer.

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We are suppose to assume that companies that score better on "radical innovation" based on this scale are somehow better, as in more profitable or something? Sounds like saying that we found that floors that had water poured on them are 24% more wet. A clean floor makes a building look better.

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