Social networking is moving beyond its consumer roots and into business,
according to CRM Magazine. Mark Angel, the senior vice president of corporate development and strategy for Kana Software states
"About three years ago, we started seeing high-tech customers with
complex products talk about richer collaboration. Now we’re starting
to realize the effects. A lot [of Kana customers] are beginning
to experiment, trying to roll out blog and wiki initiatives, figuring
out how to use reputation, how to change the knowledge-creation
process. Customers are asking, ‘How can I use this wiki
stuff? How can social networking be useful to drive loyalty? What does
a collaborative Web site look like?’ "
Angel and others such as Brent Leary and Paul Greenberg
agree. Leary sums it up best, saying "Social networking will continue to be big. It is absolutely critical
for CRM vendors to reach out and roll their own social network and
trackbacks, or to work with Facebook, LinkedIn, and the rest."