Every minute Twitter users average 100,000 tweets and Facebook users post 684,478 pieces of content.

They have long been great tools for connecting with people in our social lives but the real value of standalone social tools within a business has yet to be proven. Despite seeing a huge rise in the number of social business applications in the last few years, it seems to be an unfortunate trend that after an initial peak of enthusiasm they are swiftly dropped.

But why does this initial excitement subside so rapidly when people are such prolific sharers in their personal lives? It’s simple: social tools need to help people get their jobs done rather than distract them. Without focusing on content, social tools are just providing fire hoses of information that overload workers. People don’t have time to filter through every conversation happening in their organization.

But things are set to change in 2013, as we see the rise of a different kind of social enterprise software.  We’ll no longer see the standalone social service that has no real purpose but one that is baked into collaborative tools from the start. The phrase ‘content is king’ has never been more apt. Social functions need to go hand-in-hand with content, otherwise everyone is just talking about work rather than getting on with it.

Read the full article in TechWorld

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