How would organizational and IS strategies need to change to increase the effectiveness of this social business strategy?

Social networking, used strategically, can be viewed as an information resource. Many companies have created Facebook pages/groups. How might a company motivate customers to interact with it using social networking technologies? How would organizational and IS strategies need to change to increase the effectiveness of this social business strategy? Please provide appropriate citations and references for your statements. The discussion should be no longer than 250 words.   Social networking, used strategically, can be viewed as an information resource. Many companies have created Facebook pages/groups. How might a company motivate customers to interact with it using social networking technologies? How would organizational and IS strategies need to change to increase the effectiveness of this social business strategy? Please provide appropriate citations and references for your statements. The discussion should be no longer than 250 words.