We are well aware that social marketing is making a huge impact on the industry of the web. Much of the impact, however, has been in the personal communication arena. We have seen limited use of social networks for business use.
Large market penetration of social networking for business is not a matter of “if” but more so a matter of “when.” How will social networking seep into the veins of business communication? What needs to be done for this to occur? Is it simply a matter of time, or must it be skillfully integrated by means of other types of necessary business communications?
These questions have all run through my head on a regular basis. Currently, the power of social networking is largely being leveraged to market to users who utilize social networks for personal communication. But what must be done so that it is utilized for regular business communication?
The answer to that question may be in the content management sector. In order for social networking to gain momentum in business, it may have to be integrated with content management systems that currently are used for corporate internets and intranets. Current CMS systems already have other capabilities already built in. Social networks may be the next step that CMS vendors will take in order to stay on top of the CMS market.
CMS systems are being used already by corporations to manage processes more efficiently than traditional methods. Why not include social networking in those capabilities?
Forrest analyst Jeremiah Owyang says, “With the demand and buzz for social network features, or community offerings, these established CMS/Portal vendors recognize the demand, and see opportunity dollars falling through the cracks. I’ve started conversations with several of the big players to gauge where they are headed. Of course, the conversations don’t end up on this blog (unless they give me permission, or publish first) but it’s quite obvious where things are headed.”
Social networking is bound to become a norm in corporate communication. It’s only a matter of time before the players in the CMS market will take advantage of these capabilities.
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