Abstract
‘Social business’ is about the inspired use of collaboration technology platforms inside the company firewall to solve business problems. It has often misleadingly been described as Facebook or LinkedIn for the company, but it has a much more profound objective than social networking sites. It represents a technology-led paradigm shift that will reshape the culture and processes of organizations within five years. This article explores the very heart of social business: the emancipation, distribution and consolidation of knowledge – which aligns neatly with the traditional roles of publishers and libraries to date. It looks at the background, in terms of economic theory: increasing the value of ‘labour’ over ‘capital’, and the promise of social business: to make better use of the knowledge embedded around the organization, looking at examples from the real world and assessing the cultural implications, such as valuing patterns over process or influence over hierarchy. In conclusion, the article presents a final vision for social business: loyalty and gamification, the future of work and the end of the traditional workplace.