"In terms of behavior, it was all we could do to keep things focused," said Mike Schur, marketing manager for the Success Program. "They wanted to share information among themselves."
I came across this article that talks about how employers are attending the Web 2.0 Expo in the hopes of learning a thing or three about how to use social media for the workplace since, whether they like it or not, it'll eventually make its way to their organizations. Page two of the story talks about the steps to take before launching a social network community. CPP is also using this as a branding opportunity and a chance to get out on the road to talk with people face-to-face. But importantly, they touched base with the potential community participants beforehand.