, ▁Watson ▁Wy att , ▁Tow ers ▁Per rin ▁studies ▁ 2 0 0 4 , ▁ 2 0 0 5 , ▁ 2 0 0 6 ). ▁ ▁Coll abor ation ▁and ▁connect ivity ▁vs . ▁content ▁management ▁ ▁While ▁some ▁organizations ▁are ▁real izing ▁the ▁benefits ▁of ▁collaboration ▁and ▁work ▁flow ▁online , ▁there ▁appears ▁to ▁be ▁significant ▁focus ▁on ▁publishing ▁and ▁man aging ▁content , ▁generally ▁via ▁content ▁management ▁systems . ▁ ▁There ▁is ▁an ▁emer ging ▁school ▁of ▁thought ▁that ▁organiz ational ▁pers pect ives ▁on ▁technology ▁are ▁frequently ▁mis aligned ▁with ▁the ▁actual ▁requirements ▁and ▁des ires ▁of ▁the ▁users ▁of ▁the ▁technology . ▁That ▁is , ▁the ▁nature ▁( or ▁intention ) ▁of ▁a ▁technology ▁may ▁not ▁always ▁determine ▁the ▁nature ▁of ▁its ▁use ▁– ▁the ▁tele phone , ▁for ▁example , ▁was ▁originally ▁intended ▁as ▁a ▁broadcast ▁medium ▁. ▁Its ▁design ers ▁were ▁focused ▁on ▁deliver ing ▁content , ▁while ▁its ▁users ▁sought ▁– ▁and ▁still ▁value ▁– ▁connect ivity ( 1 ). ▁ ▁The ▁social ▁media ▁phenomen on ▁presents ▁emer ging ▁evidence ▁that ▁this ▁quest ▁for ▁connect ivity ▁is ▁rapidly ▁becoming ▁a ▁core ▁focus ▁of ▁communication ▁technology ▁within ▁organizations . ▁This ▁potentially ▁creates ▁a ▁dis connect ▁with ▁more ▁traditional ▁content - dri ven ▁models ▁of ▁internal ▁communication — del iver ing ▁( or ▁making ▁easily ▁available ) ▁the ▁right ▁content ▁at ▁the ▁right ▁time ▁to ▁the ▁right ▁people ▁using ▁the ▁right ▁media . ▁ ▁Therefore , ▁there ▁could ▁be ▁a ▁great ▁deal ▁of ▁potential ▁within