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Facebook at Work has launched a new corporate social network tool to rival services like Jive, Chatter and Yammer. Despite its success on the consumer side, will its foray into enterprise social networking take hold?
It could succeed, but it would have to do a lot of things right.
It's got potential but they have to make it extremely low friction. It has to be really easy to use and really easy to implement, and they have to answer these security questions that will certainly dog them all along the sales cycle. Every IT user and every individual user is going to be saying, "Wait a minute, this is Facebook. We don't even trust them with our personal information -- now we're going to be using them at work?" Even though we use them, we don't trust them, so I think that's a big deal.
The other thing is that this is very different kind of sale. Being a free consumer tool is very, very different from being an enterprise tool. It involves a whole different mind-set. They would have to be really serious about this, and that would mean creating a whole division staffed with people who knew the enterprise, because the people working on the consumer side just don't know what the enterprise people are up against.
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