Forming a committee to develop a social media strategy didn't seem right to Greg Matthews, director of consumer innovation at Humana. He saw advantages in encouraging the company's 28,500 employees to begin to incorporate new practices, and wanted to demonstrate an alternative approach to even the early work. His team's charter, after all, was to explore the leading edge of technology and business practices, and to act as a conduit to bring those practices into Humana's ecosystem.