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HEADINGFigure 3 shows the BPMN representation of the process: the content productionprocess can be initiated by the local employees that generate localizedcontent, which can be approved by the country manager and published locally.However, the country manager may also decide that the content can beof worldwide interest. In such case, the regional-level content becomes amaster copy proposal (written in English) candidate for global publication.The worldwide manager decides about the actual relevance and, based onthat decision, the document is promoted to master content (and thereforeassigned and translated into all the local languages) or kept at the local level(and thus approved only for local publication).Fig. 3. BPMN representation of the running example process withoutsocial aspects.We now extend the abovementioned process by introducing (simplified) socialinteraction requirements, to improve the effectiveness of the process for boththe internal personnel and the external customers. We restrict the exampleto two exemplary scenarios: B2E (Business to Employee) and a B2C (Businessto Consumer).B2E scenario (Content Management Process)Let’s assume the Company has setup an Enterprise Social Network (ESN),where all employees subscribe and interact, using blogs, wikis and other socialtools. The regional MarCom manager would like to take advantage of theESN to favor the emergence of quality content in a bottom-up manner. Tothis end, the revised process should allow master content proposals to becommented and enriched by managers and employees of other countries,who do not see the local approval process but only the resulting content proposal.The worldwide MarCom manager follows the feedbacks and may decideto promote a “popular” content proposal to master status based on thesocial activities that happened upon it. As an aside to the socialization of theeditorial process, the worldwide MarCom manager gets an idea of the intercountrycommunication paths and of the proactivity of national managers6