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Blogs > Office Jotter

“Social” is an adverb
Roger Whitehead By: Roger Whitehead, Director, Office Futures
Published: 17th December 2010
Copyright Office Futures © 2010


I’ve been reading again. A message coming across strongly is that many suppliers and commentators don’t get the point of enterprise social networking. The users mostly do, second time around sometimes.

“Social” is not:

  • a product or service you buy, install and leave to get on with it
  • an ointment you smear over old (or even new) impersonal products to make them fashionable
  • a label you prefix to a software sector in the hope of rejuvenating it
  • a business activity you can optimise in the hope of better company performance.

Those are all nouns. The point of social networking within organizations is that it’s how you do things. And unless those things directly affect the way your company makes or spends money, “social” is, at best, a distraction.

Technorati tags: adverb, social, way of doing


Published by: IT Analysis Communications Ltd.
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