Social networking and innovation

Came across this article today which covers the use of social networking in enterprises. This (together with "How do you successfully advertise on social networking sites?") seems to be a common thread amongst much of the social networking research.

Interestingly, one of the benefits that organisations seem to be getting out of social networking tools relates to innovation (see the references to Starbuck's "My Starbuck's Idea" and Dell's IdeaStorm. Since innovation is largely a social activity I guess I shouldn't be surprised, but it is interesting to see these two threads being linked together.