Social networking is moving beyond its consumer roots and into business, according to CRM Magazine. Mark Angel, the senior vice president of corporate development and strategy for Kana Software states "About three years ago, we started seeing high-tech customers with complex products talk about richer collaboration. Now we're starting to realize the effects. A lot [of Kana customers] are beginning to experiment, trying to roll out blog and wiki initiatives, figuring out how to use reputation, how to change the knowledge-creation process. Customers are asking, 'How can I use this wiki stuff? How can social networking be useful to drive loyalty? What does a collaborative Web site look like?'"

Angel and others such as Brent Leary and Paul Greenberg agree. Leary sums it up best, saying "Social networking will continue to be big. It is absolutely critical for CRM vendors to reach out and roll their own social network and trackbacks, or to work with Facebook, LinkedIn, and the rest."