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"In this on-going collaboration debate, too many people view collaboration as a solution to a problem. It is not. Collaboration is the behaviour that emerges in contexts that invite for collaboration."

"In the context of social business, too much of the thinking is focused on creating homogeneity, a level playing field for all participants. Instead, it should embrace diversity and complexity."

Case studies show us an example. It is up to us to judge upon the relevancy of the example for our own context. However, with Social Business this is becoming a lot harder.

12 Rules For Bringing 'Social' To Your Business\n\nRarely do I take a negative viewpoint on new developments, especially in technology. But lately, with the seemingly runaway rise of highly successful social networks like Facebook and Twitter, it's become clear that adding the word "social" to virtually any product or service has become the current marketing trend du jour, often to the detriment of the consumers of those offerings.