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The adoption of social software by organizations started with the tools, and has moved to focus on the purpose for the tools. The last piece of the puzzle with be the people: their skills with the technologies and the ways that those skills affect their relationships with each other.

Social software helped TEVA Pharmaceuticals shrink its manufacturing cycle time by 40% between January and April -- when the company's Oracle ERP apps couldn't keep up with unpredictable market conditions.

Gartner's predictions include a very interesting statement, that "by 2013, 15% of BI deployments will combine BI, collaboration and social software into decision-making environments." What this means is that social media is starting to be integrated tightly with hard-core business intelligence functions in support of decision making. 

"In a move to boost sales through social recommendations, online shoe and clothing retailer Zappos, which is owned by Amazon, has added a new feature called "PinPointing" that offers recommendations based on Pinterest accounts. Unfortunately, the feature doesn't work very well yet."

At EMC, instead of starting long e-mail threads, employees can check updates about a project on a Jive page, search for relevant materials, and download the files as they need them. Sales representatives looking for insight about a competitor can query the "competitive community" on EMC's internal social network and get an answer as they walk to a client meeting, Pappas says. The company also now uses Jive's tools externally, to augment user-support forums and to create community or "affinity" pages for clients that use EMC software.

I have always believed that collaboration is most meaningful when you are really creating something together and when you are sharing your thoughts before they are finished products. If I am only willing to show you something that is a polished document, you might edit or change it a little, but you are not really doing it with me. People have to trust each other to do that. It is risky to show people your unfinished thoughts. Technologies for a long time could let you do that; people did not always do that. Social software, to the extent that it is helping people build trust and be comfortable with more casual, lightweight communications, could make it possible for more of our attempts at collaboration to be real collaboration.