Social may be a 4 letter word in some companies, but I have to wonder why? Social is nothing new to enterprises, the only thing is we are now labeling it.
In the “Old Days”, companies encouraged their workers to socialize and party together. Sometimes even going so far to build communities for their workers to live in. Why did they do this? For the company of course. The feeling was that this interaction made people work better together producing more, generating more profit, building loyalty.
A more recent trend was to replace offices with cubes. While some would state that the purpose was to reduce cost of real estate, others suggest that this was done to encourage casual knowledge exchange. While I personally didn’t like the distractions of a cube, the things I heard over cube walls helped me on many occasions.