Salesforce.com ended their Social Enterprise campaign on Tuesday, cutting it to just Social. This is another missed opportunity to clarify what exactly Social is.

As a Premier partner of salesforce.com, we believe in social technologies and their power to reshape business, but salesforce.com’s Social message is largely geared towards a c-level audience, painting a vision for the future and offering inspiration. We believe that more work needs to be done at the department level to get executives to understand that at its core, Social is really about helping their teams sell more, engage customers, and drive demand. Technology is an enabler, but becoming social involves a shift in business culture to encourage opportunities for collaboration and knowledge sharing.

Key to this shift are two topics highlighted in Bluewolf’s yet to be released State of Salesforce report: cloud governance and the elastic workforce.

Cloud governance is what every executive paying for Salesforce licenses should be talking about with their IT department. Getting full value from license fees requires a company to innovate Salesforce ongoing, keeping it in step with business changes and leveraging new releases to drive productivity. Given that Salesforce is infinitely customizable, there must be a way to prioritize requests and maintain a regular cadence of innovation; this is cloud governance.

Even a clear prioritization of requests will only result in a growing backlog if it is not matched to resources. Innovating Salesforce at the speed of business starts with having access to the right team at the right time. CIOs are shifting away from traditional staffing methodologies and looking towards the elastic workforce, the broader community of independent experts, services providers, and salesforce.com partners. They are doing this not only because it is expensive and time consuming to find the right mix of skills in a permanent hire, but also to take advantage of a specialized pool of experts that can be brought in as needed.

If keeping your Salesforce instance moving at the speed of business is a priority, check out the annual The State of Salesforce Report.