Someone needs to have a talk with EMC boss Joe Tucci. They need to tell him to take a break from strategizing about the integration of companies in his Pivotal Initiative portfolio, pluck Socialcast from EMC’s offspring company VMware, and move it into EMC ‘s Information Intelligence Group (Documentum).

He needs to do this NOW. There won’t be a better time.

Playing Social Catch Up

After all, Documentum’s primary competitors all have a Social component, so not having one is a deficiency, and a pretty significant one at that. Consider that when Gartner evaluates vendors for its Enterprise Content Management (ECM) Magic Quadrant, fifteen percent (15%) of the points are earned for “Social Content.” (That’s as high, or higher, a percentage than it assigns to document management, records management and WCM).

And while EMC could potentially argue that Syncplicity, EMC IIG’s shiny, super chic File Sync ‘n Share solution is Social, there’s a whole lot more to Social than sharing files. Syncplicity is more about Cloud at EMC. Everyone knows that.

But it’s not only what Gartner thinks about Social in the ECM space, it’s also about how the “modern user,” a term EMC loves to use, lives and works. Do you know anyone who doesn’t post to a social network like Facebook, tweet (or read tweets), text, SnapChat and the like? Enterprises have already learned that people like to do in their professional lives what they do in their personal lives. (Remember when companies didn’t want people to use smartphones at work? BYOD is now practically a given.)

Social is woven into the fabric of our lives.

It needs to be woven into ECM too, almost by default. Unless an ECM provider intends for its solution to continue to create, rather than to break down, information silos. And I think most enterprises are tired of that (a.k.a. “been there, done that, got the t-shirt, and it said “Loser” on the back.”)

Knowledge silos are broken open by Social, that’s a sales pitch Documentum needs to be able to make and deliver on. And it’s one their customers need to hear before they’re asked to pull out their checkbooks.

And while that’s reason enough for Tucci to rearrange the pawns in his portfolio and move Socialcast to IIG, there’s another one.

VMware probably has no interest in owning Socialcast anyway.

Who Wants Socialcast?

Last month, in a carefully thought-out statement to VMware investors, Pat Gelsinger, the company’s recently appointed CEO, announced that VMware’s updated mission is to pioneer virtualization technologies that radically simplify IT infrastructure from the data center to the virtual workspace.