There are so many lists about the amazing things that happened this year, and at the risk of sounding cynical, there are a few things I was hoping would happen that didn’t. I think 2008 will see some of these things happening.
Social Networking in the Enterprise
Corporations over a certain size have a terrible time maintaining internal communication and coordination. Different groups within the same company duplicate efforts because they are in silos that don’t talk to each other, and expertise that is available isn’t leveraged because the people who need it don’t know it is there. There is a ton of room for social software such as Twitter or something like Ning to be white labeled and installed in larger organizations. Lotus took a nice step with Connections and Quickr, but I don’t know if those will hit the sweet spot. I haven’t yet run in to anyone using them, and haven’t heard much buzz about them - could be great, but tough to try out.
The Ready Made Network
Email is the ‘ready made’ social network. My inbox and email history is the most accurate picture of who my friends are and who I interact with. Most social networking sites have made a step by letting me look for friends based on my Gmail contacts, but that is really just a start. My email history tells who is closest to me in my social network and is a great place to start in describing my ‘graph.’ Google has made some strides in this area, particularly connecting chat to email, and my Google contacts to Reader for easy sharing of links. But this is only a start, there is so much further to take this. There are some pretty handy looking plugins for Outlook that move toward this goal - Xobni looks particularly interesting.
Referring to the point above, it seems email is the place to start for corporate social networking activity - the comprehension curve won’t be as steep as throwing Twitter at people.
The Visibility Continuum
As social media and communication move to the enterprise we will need new ways to group contacts and define visibility. Some items may be public (internet), partner/customer only (extranet), internal only (intranet), or sub-groups only (network). Users need one place to go to broadcast information at various visibility levels, and corporate IT departments need tools to ensure sensitive information doesn’t slip out while not hampering the users’ ability to communicate and collaborate. Facebook has made some progress in this area with Friend Lists, but this isn’t yet rich enough.
The Rise of Niche Networks
Sure, there are plenty of niche networks, and it is getting easier to create them - but there aren’t a lot of professional niche networks (outside of technology) getting people talking about their professional needs, questions and common interests. For example, I did a search on accountants social network and didn’t find any sites devoted to getting accountants talking to each other. Sure, there are forums and message boards for just about any profession, and LinkedIn Answers does a pretty good job, but there aren’t a lot of opportunities to go beyond just Q&A. Wouldn’t it be great to know someone else in the same field is on the same flight going to the same conference and you can share a cab?
Calendar Coordination
One of the things that corporations need is inter-company calendar capabilities. Scheduling a meeting between a client and vendor is excruciating - it is hard enough to do with internal people. I know there are a few services out there that provide some functionality, but none seem to be there yet. Scheduling is a very social thing, it shouldn’t be so hard to set up a one hour meeting.
What Will 2008 Bring?
I would love to see some of the developers of social networking sites white label the software and sell it to corporations - especially if they are implementing OpenSocial. This could allow corporations to have open internal networks and some connectivity to the outside world. Those same providers could provide a ‘town square’ or ‘meeting hall’ environment to connect corporate hosted instances. I think this could be a great way for Twitter, Jaiku or Pownce to monetize the idea (and for Google with Jaiku, to get corporates interested in other Google offerings).
2008 will hopefully see messaging (both email and IM) more closely integrated in to the social network. Messaging is the heart of anyone’s social life, be it SMS, email, phone conversation, voice mail, writing on the ‘wall,’ blogging or carrier pigeon. The trick of social networking software for the enterprise is to provide a variety of messaging options to fit the context and audience. The trick for the user is selecting the proper channel for the context.
I’m really looking forward to seeing what 2008 will bring for enterprise technology, it seems the time is coming that these technologies will change the way we work the same way the fax machine and email did.