re: Language Of Social Sounds Too Soft To Business
This is a great article. The insight about the positioning of collaborative technologies to executives being crucial is spot on, and is not really limited to "soft" technologies like social media or collaboration tools. Executives are supposed to be tight with the wallet, and demand hard facts to support the business case, whether they're considering routers that handle tcp/ip traffic or software that routes collaborative messaging.
As such, the advice in this article is well taken for anyone trying to drive an initiative, but especially for those that may appear to be "soft" in nature. And challenges measuring benefit or ROI aren't limited to these soft technologies.
Maybe champions need to develop a vocabulary around adjectives like "lean," "light," or "streamlined" to position these initiatives. :)
Seriously, I think the bottom line is just that business initiatives have to be compelling and concrete to capture the passions of executives charged with meeting quarterly financial commitments. If we're going to problem solve, we have to choose specific and real problems and provide detailed and compelling proposals. Again, Mr. Preston's article is very insightful and applies more broadly than the title suggests. Well done!