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In a guest post earlier this month, Aaron Fulkerson, co-founder and CEO of MindTouch, outlined why he believes that businesses do themselves a disservice by relying on existing social networking tools to boost productivity among employees and foster communication with customers. In reality, it only allows for one-dimensional superficial dialogue that serves very little purpose in the long run, and does nothing for overall workflow.These days it's common for each team within a company to have its own blog, collaborate on inter-departmental projects via wiki, and plan meetings over email. In the meantime, files, databases, ERP, CRM, and other data are typically spread out all over the place. Companies communicate with customers through social networks, while employees communicate with each other via group chat. Each method works well on its own but [s]ocial software is not solving business problems, writes Fulkerson. In fact, these applications only serve to treat symptoms of the problems businesses face.
