Social networking targets the enterprise

InfoWorld: Social networking targets the enterprise: December 15, 2003: By Ephraim Schwartz: Applications

Law firm Honigman, Miller, Schwartz, and Cohn used Interface Software’s InterAction suite to land lucrative accounts, according to Cynthia Reaves, partner at the firm.

“We use InterAction to strategize about how to approach a client and develop teams of people to approach a potential client on a particular matter,” Reaves said.

Interface is unique in that its social networking capability is a single feature in a complete CRM application for the professional services industry. It also uses outside content from companies such as Dun & Bradstreet and Hoover’s to extend and improve the quality of potential contacts.

If you don’t know the name of a company, you can search for companies by region and revenue; you can ask for the names of all the C-level executives at those companies; and you can match those names to people in your own company who know them, said Rick Klau, vice president of vertical markets at Interface.

It’s nice to see some of the attention being paid to social networking is now focusing inward, where the relationships one has (i.e., co-workers) are financially rewarded for helping you out. It seems that’s an area where social networking is far more likely to thrive, instead of what goes on outside the firewall, where the extended links have less incentive to help out.

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