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This is why E2.0 ROI discussion keeps going on like a never-ending story. A thirsty person doesn’t care about the ROI of buying a bottle of water – and even paying a premium for it.

No one (okay, almost no one) expects that buying a word processor can turn him into a great writer. Yet somehow it’s almost widely assumed that deploying tools labeled E2.0 would turn an organization into an E2.0 business. Which couldn’t be further from the truth. Despite all the buzz, E2.0 is first of all a set of principles, not software bits. It is more about business practices and human behaviors than about features. Software with strong social computing capabilities makes it much easier to establish and maintain these practices, but it doesn’t create them on its own, nor does it sustain them.

It’s not even in applying the best of breed E2.0 tools correctly. It’s in solutions of tomorrow, designed to solve hard business problems through people-connecting technologies.

Implemented right, social business software and practices have a potential to transform many business functions almost beyond recognition. In other words, they can be quite threatening to organizations that are built around existing processes and tools, and are not willing to evolve. But that’s the topic of another post…