Social is the “e-“ of the 10s. Surely you remember e-commerce, e-marketing and so on? Today “social” is sprinkled on everything from customer relationship management to content management. Social media and social networking have done much in the consumer space to change the way we think about delivering information. However, social is just one type of collaboration that takes place within groups. Collaboration is putting social technology to work.

How people share information is moving rapidly away from structured content and traditional office documents. That’s not to say structured content is going away, but rather that there are new tools and techniques capable of capturing information exchange. These new collaboration tools are people-centric, where document management systems are focused on documents. Social information can be applied to reveal relevant data. When applied to unstructured content – like dialogue – this becomes immensely valuable, as new information can be collected and analyzed to give a deeper understanding of your community.

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