Social software is a key enabler of the move from push to pull
If executives are wary of cloud computing, they are flat-out skeptical of social software. When most non-IT executives hear "social software," they stop listening at "social" and imagine internet-aided water cooler chatter.
They fear the loss of worker productivity — digital technology provides a seemingly endless array of distractions in the workplace. Executives cannot help but lose sleep over the potential loss of confidentiality and expanded opportunity for airing personal grievances.
These risks remain whether or not you employ social software within your enterprise. Ignoring social software can be a mistake. Applied against specific operating problems, social software can enable companies to respond efficiently to changing demands.
It can provide the platform for scaling and amplifying connections and tapping into the knowledge flows within a company.
The potential result: better meeting customer needs, increasing the knowledge of participants and sustained performance improvement. If extreme improvement is necessary to survive in the Big Shift, skeptics who ignore the potential of this tool will likely finish last.