Microsoft's Secret Social Weapon: Why Yammer Will Replace the Traditional ExtranetBatman has a utility belt: a set of useful gadgets he can rely on during his never-ending fight against crime. Every incarnation of the character has this belt and most people can name a favorite tool -- be it the Batarangs he throws at evildoers, the grapnel he uses to scale and swing from buildings or a simple flashlight.

Yammer is a lot like Batman’s utility belt.

In the same way that the utility belt offers a solution for every scenario Batman might encounter in the fight against crime, Yammer offers -- either out of the box or through an add-on app -- a solution for most every social business use case. Newsfeed? Check. Document collaboration and conversation? Check. Integration with external applications? Check. Mobile apps for all leading platforms? Check. Badging? Check (try the Badgeville app). Et cetera, et cetera.

Every once in a while both Batman and Yammer run into scenarios that aren’t so common. Sometimes (and more often than you might think) Batman might need to fight a shark. And sometimes Yammer makes a lot of sense as a way to engage external users -- in a fashion that goes well beyond the traditional “extranet” scenario.

I’d be willing to bet that within the next two or three years, the number of external networks generated by Yammer will far exceed the number of sharks Batman fights.

Going Beyond the Classical Extranet

The extranet traditionally provides a platform for users within one organization to engage external partners, vendors or customers. Extranets are defined by common characteristics:

  • One organization owns and maintains it 
  • They are secure
  • They provide a limited communication channel
  • They typically provide some level of document collaboration

These traditional extranets have several drawbacks. Their usefulness as a communication channel is fairly limited. Licensing for external users can become very expensive, very quickly. Governing and maintaining a list of approved users is tedious, time-consuming -- and extremely important to security. Getting access to these systems generally requires a browser and is rarely what anyone would call mobile-friendly.

The Yammer external network tackles all of these points with aplomb. This isn't a new product, it’s simply a use case that doesn’t get a lot of attention just yet.

The Four Pillars of a Yammer Extranet

Using Yammer external networks as the foundation of an extranet for customer outreach, vendor management and/or partner collaboration makes too much sense not to catch on. Above and beyond the characteristics of the traditional extranet, Yammer’s external networks also are:

  • Intuitive and easy to adopt
  • Interactive and social
  • Accessible and mobile-friendly
  • Governance-ready