The Stratification of Social Networking

Michael Vizard

With the formal launch of the Chatter social network surrounding Salesforce.com, there's obviously been a lot of chatter about the role of social networking in business.


But if we take a step back from all the noise, some definitive trends are emerging. For example, it clear that applications need some soft of social- networking capability for the unstructured workflow around a specific business process. A good example of this beyond Salesforce.com is the social network tools that Oracle recently added to its business process management environment.


At the same time, however, there also is a need to support the unstructured workflow between disparate applications. The most notable of these types of platforms at the moment is Jive Software, which provides a cross-platform social-networking capability for the enterprise.


Social networking tools could rapidly replace e-mail and instant messaging as the preferred platforms for collaboration. Rather than send a message out of context about a subject related to data in an application, a social network for business allows workers to create an unstructured workflow within the context of the data at issue.


This doesn't mean that e-mail and instant messaging are going away. But both those of those communications mediums can be cumbersome to use and, from a compliance perspective, create certain challenges when it comes time to explain who did what to whom and when.


As Chris Morace, senior vice president for products at Jive Software puts it, the collaboration noise level within the enterprise has become deafening, given all the various forms of communication. Social-networking tools will allow users to start fine-tuning the signal-to-noise ratio in business communications toward what matters most. And the more that happens, the more productive people will become.



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Jun 24, 2010 3:07 AM kellybriefworld kellybriefworld  says:

The use of social media in the workplace is a tricky subject. There's obviously some pros and cons to using it and people are finding ways to get around their company's policy. So why not have a system in place that blocks parts of social media and leave some pieces accessible? Here's a link to a few whitepapers I recently found about managing and protecting facebook and sharepoint: http://bit.ly/bsrh9CFacebook and http://bit.ly/94MFMBSharePoint  Enjoy!

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Jun 25, 2010 11:55 AM Mike Fraietta Mike Fraietta  says:

Hi Michael,

Thank you for including Jive in your post.  I agree emails are not going away completely, but they are turning more into Twitter DM or Facebook Private Message when it comes to software like Jive.  Another important aspect of making the enterprise social is the integration of social media monitoring platforms into the overall social business sof (Jive/Filtrbox, Lithium/Scout Labs).  This not only gives the company a bird's-eye of what's being said about their brand, competitors and industry but also allows fruitful interaction with their community across the web in several social media channels including Twitter, Facebook, blogs, video, photos, forums, comments and more.  Personally, I think we will see more integration of these social media monitoring platforms into enterprise social business software as we progress.

Mike Fraietta  I  Social Media Manager  I  Jive Software  I  @MikeFraietta

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