I could not agree with you and your friend more. At Helpstream we like to say social business applications are about connecting people to people AND people to information. This is not about structured data and reports for management. One of the things the social CRM industry need to address is how adoption of these solutions is much different. One of the ways we drive adoption is by attacking a specific business problem – customer service. By focusing on this problem exclusively, we have developed a solution that is designed to help address issues for both companies (cost) and users (getting problems solved). We have customers who have driven significant adoption in and began realizing a position ROI in only a few months. Great post!

Bill