These days it seems nearly impossible to talk about the
enterprise without mentioning the words “social” or “cloud.” At first glance,
social networking sites like Facebook, Twitter and LinkedIn and cloud computing
services like Salesforce.com appear to be separate and distinct technologies
from a business as well as technical standpoint. One thing that both
technologies have in common is that their growing popularity is putting
pressure on enterprises to join the bandwagon and adopt them.
On the social side of things, sites like Facebook and
Twitter allow companies to communicate marketing messages to customers through
direct channels while professional networking sites like LinkedIn streamline
the process for recruiting talent.
Cloud computing vendors like Salesforce.com and Amazon Web
Services, meanwhile, provide everything from CRM and ERP applications to
platforms for deploying applications and infrastructure and storage. Because
these services are delivered over the web, enterprises don’t need to buy,
install, or manage any software or hardware, but can take advantage of the
elasticity and scalability of the cloud.
With so much buzz around the social web and the cloud, it’s
hard not to get caught up in these latest tech trends and be swayed by promises
of increased productivity and reduced costs. Before “going social” or signing
up for a Software as a Service (SaaS), Platform as a Service (PaaS) or Infrastructure
as a Service (IaaS), however, enterprises need to consider exactly how such
technologies will add value to their businesses.
As standalone technologies, social networking sites and
cloud computing services do have potential benefits for the enterprise. But
adopting and implementing them without careful planning or a well-defined
strategy only adds architectural complexity to the enterprise and creates silos
of data and processes. A crucial factor that is often overlooked when deploying
a social or cloud strategy is integration.
In order to take full advantage of the social web and cloud
resources, enterprises need to integrate across the social web, cloud and
enterprise. A sales team might be able to collaborate using social networking
technologies, but they also need access to enterprise data residing in
on-premise legacy systems and increasingly, the cloud. The key is to connect
data and logic from different sources with social tools to facilitate, rather
than impede, the collaborative productivity of users and the flow of business
processes.
Salesforce.com’s Chatter and SAP’s Sales OnDemand are steps
in the right direction. Both products are collaborative social platforms that
provide access to enterprise data in traditional ERP systems.
The changing nature of enterprise architectures, however,
demands a sophisticated platform that can go beyond point-to-point integrations
and connect the enterprise with the cloud and social tools in complex patterns.
At the end of the day, social software and cloud services might be attracting a
great deal of attention, but enterprises need to get their heads out of the
cloud and focus on integration.
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