Social Computing at Universal McCann

Global communications firm Universal McCann has built a "Facebook for the Enterprise," a professional (vs. social) network that helps the company's 3,000 employees in more than 60 locations better serve clients like Sony, Johnson & Johnson and Exxon Mobil.

Called "Limo," the professional network drives better communication and collaboration than standard tools like email and the telephone. It feels and operates like Facebook but with a business-focused intent. While many such initiatives have failed as the networks went stale, Universal McCann has created an architecture with RSS (Really Simple Syndication) to ensure fresh, relevant and valuable content flows in automatically, is automatically shared, and is shared even among users who haven't met.

Built on the Microsoft Office SharePoint Server and the NewsGator Social Sites platform, Limo combines social networking, communities, RSS and blogging with an easy-to-use interface and enterprise class security and system integration.

Today's fast-paced media environment demands that Universal McCann employees have a finger on the pulse, not just of their respective markets and account groups, but globally. Limo delivers it, greatly improving the flow of relevant information around the world, helping the firm deliver on its mantra "Next Thing Now."

Users simply enter their name, title and basic work interests, and Limo does the rest, feeding users information on topics of interest and automatically sharing it with like-minded users. The system suggests connections between yet-to-be-discovered colleagues and subject matter experts. Users can also deliberately establish networks and communities based on spheres of interest.

As a result, employees are consistently better informed and more closely networked with the colleagues who have valuable information to share. The firm provides better service more quickly to its clients. These clients are more satisfied and eager to deepen their relationship with Universal McCann.