The 2010 Social Business Landscape

If you read nothing else this year, read this. An excellent summary and round-up of what is happening in the Enterprise 2.0/Social Web environments by Dion Hinchcliffe. Dion provides useful insight into both emergent and mature social trends and technologies over a wide spectrum of business (and despite the the title, personal) use of the technolgies. From microblogging and crowdsourcing to social shopping and supply chains. The Social Business Power Map provides a useful picture of the social media trends.

Dion will be the opening keynote speaker at this year’s Online Information Conference in London, 30 Nov – 2 Dec. (which incidently I’m chairing for the first time this year). I’m looking forward to meeting him.

Amplify’d from

The blurring of the lines between the consumer Internet and the business world has continued apace this year. I’ve begun referring to this phenomenon as CoIT when it happens in the workplace, but that’s not quite the full story either. What has happened is that social media has become one of the biggest mass changes in global behavior in a generation (since the advent of the Internet itself.) Over the last few years, the meme around social has filtered down into countless activities and processes across the business world, giving rise to now significant trends like Enterprise 2.0, Social CRM, customer communities, and so on. Keeping track of all this has officially become a full-time job and those just getting familiar with the Social Business world have a lot to absorb to get oriented.

To help with keeping up with the fast moving pace of Social Business, we’ve created a useful new model aimed at helping you stay up-to-date with the major moving parts of Social Business today. We define Social Business here as the distinct process of applying social media to meet business objectives.

The Social Business Power Map, presented above, is an attempt to identify the major social media trends, how they can be mapped generally along consumer/enterprise axes, and where they are in terms of their overall maturity level today. Note that many of the aspects of social media in the consumer Web side is also heavily used in the enterprise side, while the reverse is generally not the case. This map is as exhaustive as space allows but inevitably some items had to be omitted. Any all such omissions are my fault alone. The items on this Power Map are rated on the following scale:

  1. Buzz: A newer social media trend, technology, or approach that is both compelling and getting attention at the moment but its staying power and ultimate fate are still unclear.

  1. Experimentation: These currently have some fairly widespread interest but lack of broad commitment from either Web companies or businesses. They may eventually hit mainstream adoption, but may also enter the dustbin of Social Business if they fail to show promise.

  1. Adoption: These are aspects of social media which are currently experiencing broad uptake but have not yet broken out to a majority audience. They are all likely to become mainstream. It’s still possible that some of them will fade away before then or be replaced by something newer though it’s not highly likely.

  1. Maturity: These are all widely used and very popular aspects of social media. They all have global reach and most Internet users either consume or participate in them. Note that enterprise social media currently has no aspects that are yet in a mature state, but that will likely change soon with Enterprise 2.0, customer communities, and Social Media Marketing about to cross over.


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