At Serena Software, water-cooler talk has been replaced by Facebook chatter. Nearly everyone in the company, headquartered in Redwood City, Calif., uses the social-network site to hang out with fellow workers, access internal communications, or even challenge the Sydney branch to a movie quiz.That includes the CEO. In a bid to create a sense of community within a worldwide company of 850 employees – many of them physically dispersed and acquired through a series of mergers – Serena's management created a "Facebook Friday" last November. An afternoon training session by Facebook experts – namely teenage sons and daughters – sparked ubiquitous social-network interaction inside the corporation. So much so, that Serena uses Facebook as its de-facto Intranet. The company also uses social networks to recruit new hires and market its Web 2.0 tools. Employees can even peer into the CEO's home life as a race-car driver.It's a radical policy for a firm that, just a year ago, had banned the use of Instant Messenger.
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