Microsoft’s challenges in Social Business space

Microsoft is no stranger to enterprise. It’s been doing it for over 30 years. But what is a challenge, is Microsoft is a technology company that interfaces primarily with IT. This is the group that traditionally believes their job ends at deployment. Social Business on the other hand is a space where deployment is the easy part. Getting business people to leverage the technology to do things differently is really hard. The limited success of Microsoft Dynamics is one example of what happens when Microsoft tries to interface directly with the business.

In many companies, the relationship between the business and IT is strained at best, but even in companies where the relationship is good, it’s unclear that IT has the expertise or capability to drive social adoption within a company. This is for many reasons:

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