You are previewing premium content. The ultimate value of social business may not be in the areas of customer engagement and employee knowledge management and collaboration. Those things certainly have tremendous and clearly demonstrable benefits, but the greatest opportunity in the years ahead may be in the social enablement and modernization of enterprise applications.
So far, though, this area has gotten little attention. That will probably change; Gartner predicts that as early as 2015, 20% of enterprises that employ social media beyond marketing will lead their industries in revenue growth. I believe that the value will derive primarily from what I'd term "social automation."
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