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What is Social Collaboration and Why Does it Matter?

Posted by Lee Ho on Thu, Mar 20, 2014

Consider this: there will be at least one new social media platform created as you read this article—some of which will rise to become true game changers for enterprise collaboration. Additionally, hundreds of thousands of search queries are being conducted during this time and just as many e-mails are being sent. In fact, as of last year, the following took place every minute over the Internet:

  •        47,000 apps were downloaded
  •        639,800 GB of global IP data was transferred
  •        1,300 new mobile users joined the social movement
  •        277,000 Facebook users logged in
  •        30 hours of video were uploaded
  •        100,000 new tweets were posted

As you can see, social collaboration isn’t all about social media. Sure, social media plays an integral role, but at the end of the day, social collaboration refers to processes that help people interact and share information that help achieve a common goal. (see: pifalls to avoid here.)

The Future of UC&C Includes Social Collaboration

Based on the above definition, social collaboration is a two-step process. The first step is identifying and embracing processes that help people interact and share information better. The second—and perhaps most important—step is having these processes achieve a common goal. This is ultimately the only way to gauge whether the processes you have in place are efficiently working.

The concept of “social collaboration” may seem too hyped up or 21st century for some business owners to boast any tangible return on investment, but this is growing to become one of today’s most widely-accepted business strategies (after all, we are working in the 21st century and social collaboration does live up to its hype). That’s probably why 75 percent of businesses were using social collaboration tools by the end of 2013 and why 86 percent will be by 2015, according to data from

So, we have already discussed what social collaboration is. Now it’s time to discuss why social collaboration matters for any business looking to maintain its competitive edge now and in the foreseeable future.

Simply put, social collaboration matters because it reflects who we are. Be honest: how many times have you already checked into Facebook to see how many notifications you have? How many times did you compulsively check your iPhone to see what push notifications came up or how many hearts you got on that picture of your pet on Instagram?

Social collaboration is about taking these actions and integrating them into work processes to conduct business smarter, more efficiently and more productively than ever before. Remember: what we do for a living is a part of who we are. It’s only the most natural progression as the work environment continues to evolve and adapt.

Are you ready to embrace social collaboration? What social collaboration tools, if any, is your business using? Let us know in the comments below!



Topics: social integration, business communications, better collaboration

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