Cloud technologies and their flexibility have enabled quick and cheaper business innovation. More importantly, they have allowed organizations to 'experiment' with less impact to the business or bottom-line. But today's businesses are not 100% "in the Cloud." They are a mishmash of on-premise, cloud, and more. CIOs in complex enterprises are dealing with a constantly changing technology landscape and a 'right now' demand from the business. CIOs who embrace and harness this changing landscape will lead the charge and define what the ever-important CIO position will become.

One popular arena of technology that is seeing even faster evolution than others is in social media and collaboration solutions. Unlike customer relationship management (CRM), where there has been several brand name players for 10+ years, the social and collaboration landscape is confusing, perhaps immature, cannibalising, and constantly evolving. But you can't ignore it: if your customers are social, you need to be there.

What social media in the consumer world has done for the enterprise is unlock the idea that getting my people, systems, and products to collaborate can actually really work and change everything.

Social media and collaboration tools are not going anywhere. If you are a CIO, COO, CMO, CSO, or CEO, your best bet is to look at how you can leverage this ever expanding channel and lead the charge. IT can't control it - and the business can't scale without them. CIOs who can bring together the business silos and drive a social collaboration strategy are set to become the heroes. Word to the wise - better check your KLOUT/ KRED score and lead by example.

Check out our white paper: The Business of Going Social.

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