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Page 1Microsoft Vision for Social Computing
 
Social Computing in the Enterprise
Miro Vii f Bues LearAn F • Cisi F D W. Rau • R SkizJ 209
 
Page 2Microsoft Vision for Social Computing
Contents
Introduction
…………………………………………………………………………………………………………………………………………………………3
Business Drivers for Social Computing
………………………………………………………………………………………………………………5Share Tacit Knowledge…………………………………………………………………………………………………………………………………………5Discover and Connect with Experts…………………………………………………………………………………………………………………………7Attract and Retain Talent…………………………………………………………………………………………………………………………………………9Drive Organizational Productivity…………………………………………………………………………………………………………………………10
Microsoft Vision for Social Computing
………………………………………………………………………………………………………………11Context and Consistency for Information Workers………………………………………………………………………………………………12Governance and Visibility for the Business……………………………………………………………………………………………………………13Manageability and Integration for IT……………………………………………………………………………………………………………………14Extensible and Customizable………………………………………………………………………………………………………………………………15
Next Steps
………………………………………………………………………………………………………………………………………………………………16
 
Page 3Microsoft Vision for Social Computing
Introduction
Since the early years of the 2000s, social computing has been one of the most innovative and dynamic trendson the Web. Blogs, wikis, social networks, micro-blogging, and other activities that engage people in collectiveactivities via the Internet have challenged traditional business models, created new ecosystems of people andcontent, and fundamentally transformed the way people manage their personal and professional relationships. 
What Is Social Computing?
 
Social computing is a term with many meanings. We refer to social computing as the natural evolution of collaboration:a shift from a focus on content to a focus on people. The power of social computing lies with the users and thecommunities. Organizations obtain business value from the experiences and ideas produced through the use of thesecollaboration technologies that are modeled after natural social behavior. The common term for such technologies onthe Internet is Web 2.0, and, in the enterprise setting, Enterprise 2.0.
 Social computing capabilities are critical in the new world of business and the global knowledge economy. Socialnetworks are conduits for
 people
to contribute the personal knowledge and talent that can differentiate rms from
their competitors and marshal the resilience to adapt to unexpected events. As businesses become more complex,distributed, and dependent on input from customers, partners, and governments, social computing technologycan facilitate conversations across time and distance, while preserving the
authenticity 
of the individual voice andthe
spontaneity 
of unstructured communication. This builds the social capital that all businesses need to operateeffectively.
In addition to these generalized benets, social computing supports strategic business goals and scenarios
including:
• Providing natural ways to
capture and share tacit knowledge
—critical to the continuity and competitivenessof businesses faced with the retirement of baby boomers during the next 10–15 years and the virtualization of organizations through outsourcing and telework.
• Enabling people to
nd and engage experts
inside and outside the organization, to generate ideas and facilitatethe conversations that lead to rapid innovation.
• Helping organizations
attract and retain young talent
, by providing people with a familiar infrastructure of collaborative and social media to effectively blend work and life priorities and be productive.
•
Increasing organizational productivity
, providing managers with clear vision into team dynamics and givingknowledge workers easy, natural ways to share insights and collaborate.The success of social computing depends on adoption and utilization as much as, or more than, the underlyingtechnology. Well-implemented social applications, in business or on the Web, share a few characteristics thatenable them to take root and become self-sustaining:
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