Pink Elephant ...for those drunk on the hype Social media in Enterprise - Elephant in the ecosystem Cass Business School #smwlnd London, February 2, 2010 1 First, social media is an elusive term in itself. Never mind its application to the enterprise. I notice that the meaning of the term to each person depends on when and how they came to it. To someone like me, blogging since 2002, the Eureka moment is connected with blogging, with upstarts like Facebook and Twitter playing a secondary role. To most people they _are_ social media with an assortment of web apps that involve interactions and scale to high heaven. What about the enterprise? Is it the same tools used within enterprise but with sensible restrictions? Is it creating the same magic within the enterprise for the benefit of the employees, customers and eventually for the business? Or is it looking at the technology and tools, using them to enhance the cumbersome, expensive and ossified IT? I have worked with companies since 2003 and have noticed a recognisable life cycle of social media in enterprise.