With next week's Tweet Jam looming, the Social Enterprise conversation continued this week with reports from the front line of the Enterprise 2.0 conference in Boston, suggestions on how social workflows can make the enterprise more productive, and reminders that this is not just about being social, there is true work involved in implementation, adoption and continuation.

We also heard a cautionary tale of the poor use of localization in a marketing campaign and the new way that businesses can get in touch with our inner couch potato.

Read on.

It's Social, But it's Work

The Challenges of the Social Enterprise

David Coleman (@dcoleman100): There has been a push for enterprises to embrace a more social way of working internally, through communications, collaboration, transparency, enabled through social technologies. But these new methods of work can be met with some trepidation throughout the organization, which lead to challenges in implementation.

How Social Business Turns the Enterprise Inside Out

Stuart Boardman (@artbourbon): Being a social business is about unleashing creativity and encouraging engagement both within your organization and between you and your customers/citizens and your partners. It can’t just be equated with deploying social media inside your organization or polling your customers’ opinions via Facebook.

For example, take a look at the thoughts of Dave Gray of the Dachis Group or Rawn Shah of IBM.

Social Enterprise Apps Deliver Productivity to the Business

Henry Dewing (@hwdewing): Let’s clear up any misconceptions from the start: social enterprise apps are not just Facebook and LinkedIn used for business purposes.

Social enterprise apps are built specifically for internal networking purposes. They group people and information based on multiple attributes that can be defined and searched by users to connect to groups of experts.

From Day Zero to Day Infinite - Your Unique E2.0 Journey #e2conf

Dan Keldsen (@dankeldsen):The kick-off Keynote for the Enterprise 2.0 Conference (renamed for 2012 as E2Innovate for the Santa Clara/Fall edition, and the yearly Boston spring/summer edition starting next year, as E2Social), was Nathan Bricklin (@socialbrick), SVP & Head of Social Strategy at Wells Fargo.

With Enterprise 2.0 as a concept now at least 6 years into maturity, Nathan's story was remarkably refreshing — as any meme that is older than a few years runs the distinct possibility of becoming STALE.

Enterprise 2.0 Strategy: Get Into the Game - Just Do It - Faster! #e2conf

Dan Keldsen (@dankeldsen): It's always interesting to watch the push and pull of the keynote sessions versus the tracked sessions at a conference. In this case, Nike's Director of Enterprise Collaboration, Richard Foo (@nike) talk about "Staying Connected — Driving Innovation at Nike."

Delivering Content, Right to the Living Room

Uncharted Territory for Content Delivery: Smart TVs

Martin Rapavy (@bee_cms): Smart TVs have been here for a while. Leaders of the market — Samsung and LG — have put a lot of effort to push this concept into the mainstream. Microsoft stepped into the game just weeks ago with its Smart Glass technology that connects X-Box with smartphones and tablets. And more and more vendors are trying everyday to change the very foundation of the TV as we've known it for the past 90 years.

This movement has brought with it some challenges to the content management industry such as: how to deliver content to the living room?

Don't Localize Your Content Unless You're Going to Do it Right

Gerry McGovern (@gerrymcgovern): Quality localized content increases sales, reduces support costs and increases customer satisfaction.

Taming Fickle Mobile Shoppers with Customer Experience Optimization

Mark Simpson (@markj_simpson): Over the last couple of years even the most timid of technology adopters have made the leap to mobile. In comparison to technological innovations before it — the onerous switch from direct mail to email, the mass migration to online and the initially slow adoption of social media — mobile has suffered far less from naysayers preaching the “this too shall pass” gospel.

Delivering a Successful Customer Strategy for Digital Media

Rob McCarthy (@robmmcarthy): A successful customer strategy will lead to increased sales by offering customers what they want in the way they want it. It is important to invest in getting your customer strategy right from the start rather than jumping into new or existing channels without considering how they fit into the overall customer strategy.

Taking Care of Business (Every Day)

Lean, Mean, Effective Digital Asset Management

Nicolas Antonio Jimenez (@nicolasajimenez): How having a marketing technologist on the team helped Coty find the best fit DAM software

No matter what they do for a living, if you’re around people who talk shop long enough, you start to get the impression that everybody’s showing up at work in fatigues.

Between the war between sales and marketing, the clashes between creatives and coders and the battle between accounting and advertising, you’d think that just about everyone who spends their workday sitting at a desk is constantly dodging bullets.

SharePoint 2010 Insights: BI for Everyone

Jennifer Mason (@jennifermason): This is the sixth article in this series “What is this SharePoint thing all about anyway?” In this installation we are going to look at the Business Intelligence features that are included in SharePoint 2010.

These features allow for data within the organization to be presented to users in a way that allows them to interact with the data and make key decisions based on the data. These tools make data available to everyone in easy to work with formats.

SharePoint: Caring About Secure Sharing

Kevin Conroy (@seattlerooster): If there is an engine room for driving the development of social collaboration within the enterprise at scale, SharePoint is it.

Yes, it may be fashionable to bash Microsoft, but for the scores of enterprises who use the Microsoft stack (Microsoft Office and Azure, along with SharePoint), there are levels of familiarity, usability and productivity that have yet to be matched by other options. However, while SharePoint has the built-in advantages of being a core part of the Microsoft stack for the enterprise, it may surprise you that there really isn’t an effective and secure way for SharePoint users to share sensitive documents within the enterprise.

The Word of the Week: Windows

Why Microsoft Needs Samsung for Windows Phone to Succeed

Dan Lewis (@dantheitman): So another analyst firm’s report has come out predicting a substantial slice of the mobile platform market share will go to Microsoft within the coming years. What is also interesting is that the same report is talking about the other hot topic of late -- the relative plateau of Android’s market share growth.

Be sure to check in again next week for more thoughts on the social enterprise in preparation for Wednesday's Tweet Jam. Hope to see you there!

Title image courtesy of Tom Denham (Shutterstock).