Environmental Defense Fund (EDF) has been in existence for more than 40 years, with an impressive track record of policy victories and influential corporate partnerships. In 2009, the organization began a new experiment. Under the leadership of Dave Witzel, a veteran social media strategist, EDF launched a network called the Innovation Exchange, focused on bringing together companies interested in sharing ideas and approaches to creating environmentally sustainable businesses. Since it started, the Innovation Exchange has used networks and social media tools as core elements of its strategy. For example, the organization made its internal strategy documents available to everyone by sharing them on a Google Group, and then solicited public feedback. In one instance, the Innovation Exchange posted a draft version of its elevator pitch on its blog; a university professor picked it up and shared it with her students, who proceeded to edit the statement. The result was a better pitch that the Innovation Exchange now uses.1 The Innovation Exchange’s efforts are at the forefront of a new way of working that is now being tested throughout EDF. At last year’s all-staff retreat, 350 EDF employees—including lawyers, scientists, and economists—participated in two days of intensive social media training and…