Cisco Cisco WebEx Social for Mobile Libro blanco
Introduction
Social business systems connect social elements such as micro-blogs, community spaces, and social network
sites to provide users with a complete dynamic view of the organization. As collaboration moves beyond email to
social, the opportunity exists for this unified collaboration platform to become the preferred place for all workers to
“live.”
The social business system becomes the space where users can locate expertise, reach out to and interact with
The social business system becomes the space where users can locate expertise, reach out to and interact with
colleagues, and effectively share ideas and information through user experiences such as posts, activity streams,
and social graphs (a term coined by Brad Fitzpatrick in 2007)
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, delivered to a variety of channels and devices, all
the while creating the sense of belonging in an increasingly dispersed workforce.
Knowledge exchange, expertise sharing, and project collaboration are as likely to involve existing content as they
Knowledge exchange, expertise sharing, and project collaboration are as likely to involve existing content as they
are to create new content. Traditionally, however, organizations have faced challenges exposing existing
information and expertise—called “information at rest”—making any latent knowledge difficult to use. The social
business system brings that content into the activity stream, social graph, and flow of work, setting the information
in motion, which gives that content both relevancy and immediacy, adding value to each interaction.
Therefore, connections between the social business system and the existing back-office content management
Therefore, connections between the social business system and the existing back-office content management
repositories, which form a foundation for an enterprise knowledgebase, need to be searchable, shareable, and
secure. As the collaboration channel of choice, social business systems will play a strong role in surfacing
relevant content within existing repositories for sharing, ranking, and tagging while maintaining the integrity and
security of the original repository. Users also have the ability to follow content, activities, and people, resulting in a
social graph that connects users, process, and content, and provides alternative routes for people to discover and
use that information and knowledge. Once collaboration efforts are complete, documents and other media can be
more securely managed and archived within the robust environment of these connected Enterprise Content
Management (ECM) and records management repositories.
Social business systems have been on a rapid evolutionary path in the past three years. While they are now
Social business systems have been on a rapid evolutionary path in the past three years. While they are now
converging to a standardized set of functionalities, they may have quite different heritages—unified
communications platforms, forums and expertise locators, cloud-shares, activity streams, site-based
collaboration, enterprise system modules, or various combinations of these. In this paper, we will first explore the
strategic options and requirements for implementing social business systems, and then consider how well such
systems can pull in content from multiple repositories and lift it into the more open collaboration environment,
while protecting its security and context.
Drivers and Issues for Social Business Systems
The adoption of social network sites such as Facebook and Twitter into everyday life has had a profound impact
on how individuals communicate. As a result, it is not surprising to see the business world making every effort to
take onboard the techniques used by consumer social tools. In March 2008, AIIM started tracking a concept
known as Enterprise 2.0.
Early adopters of Enterprise 2.0, an expression coined by Andrew McAfee in a 2006 MIT Sloan Management
Early adopters of Enterprise 2.0, an expression coined by Andrew McAfee in a 2006 MIT Sloan Management
Review article
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, explored how social and collaborative techniques could be used in a business context. Further
AIIM 2011 research, in collaboration with Geoffrey Moore, who wrote “Crossing the Chasm,” introduced the term
Systems of Engagement. The term, Systems of Engagement, refers to the manner in which new business has
moved from a transactional (record)-based model to that of a communication-centric model—hence the move
from Systems of Record to Systems of Engagement. In the following years, the industry has taken on these
concepts, and the use of social and collaborative tools within business is collectively known today as the Social
Business System (SBS).
The SBS is designed to complement traditional workplace communication and collaboration tools, such as email,
The SBS is designed to complement traditional workplace communication and collaboration tools, such as email,
instant messaging (IM) and web conferencing, with social elements. Additional functionality can include employee
profiles, online presence indicators, activity streams, micro-blogging, discussion forums, wikis, brainstorming
software, recommendations, ratings, joint document editing and annotation, tagging, and links.
Interest in SBS products has been growing in recent years with Forrester Research
Interest in SBS products has been growing in recent years with Forrester Research
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recently forecasting that
spending will grow at a compound annual growth rate of 61 percent through 2016, a year in which this market will
reach US$6.4 billion, compared with $600 million in 2010.
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© AIIM 2012 www.aiim.org / © Cisco Systems Inc. 2012 www.cisco.com
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