When the terms of Systems of Record and Systems of Engagement were introduced, they were a great way to introduce the concept of expanding social from the water cooler to the digital world. Then a funny thing happened on the way to success. It didn’t work.
For every success story on the move towards social business, there are more examples where collaborative software didn’t take off. When you sit down and ask why, it becomes apparent that the issue isn’t always that people don’t want to collaborate. They just don’t want to do it in a forced manner.