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Traditional businesses are struggling to recover from the economic downturn. They'll need to shift their focus from profits to authentic social engagement to have meaningful impact in the world.

A Towers Watson global workforce study found that only 20% of employees are truly engaged in their work - heart and soul. As a student of management, I'm depressed by the fact that so many people find work depressing.

"This isn't a "shock & awe" title to merely draw you in. This also isn't a blanket claim from an "expert" who has never been in the trenches that "social business is dead". Enterprise 2.0 (aka social business) is not dead. Significant progress continues to be made. More and more enterprises have social business strategies and efforts for both marketing & internal collaboration. However, enterprises with several years of Enterprise 2.0 efforts under their belt have failed to reach the tipping point and cross into mainstream adoption of social collaboration . Coincidentally, Dion Hinchcliffe recently noted in The Path to Co-Creating a Social Business, the existence of the fissure with older collaborative channels on one side and the option to voluntarily engage socially on the other. I believe this is a sign post that we must pay attention to and make adjustments or social business could fall deeply into the rabbit hole where knowledge management (KM) efforts of past, already reside. "