re: Is 'Social Business' The Right Choice Of Words?
We tend to like the terms that are flashy and feel like they're new and shiny, don't we? (Well, some people do, anyway). I love your comparison to "desktop publishing."
In terms of consuming more information but building more knowledge - I think you're right here, but I have seen cases where knowledge was being built through collaboration. I think that's the inherent challenge of the community managers and evangelists to help people understand the difference between sharing "because we can" and collaborating because it produces better and more efficient results. Sure, it doesn't happen overnight that collaboration produces better results, but with practice, it does. I suppose there's a reason for the old adage "two heads are better than one." When we get to the point where the majority of the output is building more knowledge, then we've really hit the sweet spot, haven't we?
My general sense is that organizations and their employees still have a hard time prioritizing what to capture and err on the side of everything instead of thinking it through strategically and developing use cases and best practices for what to capture when, and why it's strategically important or how it can impact the business.
I consider myself a true supporter and evangelist for these tools, and I am proud in the knowledge that I've helped businesses to adopt these tools to achieve real results. But I'm also the first to admit that the cases where I've been most successful have been very tough conversations about the investment (money and people), the business benefits (real and perceived, measurable and unmeasurable), and the honest truth about the length of time it really takes to see true adoption and results.