Yes, "collaboration has to be embedded in workflow" and companies that leverage the full value of social software will use financial and operational metrics to choose a hairy problem to solve, then choose the apt team and software to solve it, measuring progress as they do, so all employees can see why and how to use the technology.

Vendors like SocialCast (I have no biz connection to them either) that recognize that performance improvement is a valuable goal for applying the unique capabilities of social software will inevitably become valued partners with their clients, honing the strategic and operational methodology and the technology as they gain tacit knowledge working together to improve their collective process. As an avid fan of collaborative methods that enable us to accomplish something greater together than we can alone (and a fan of this blog) I am coming to see how the internal biz use of social media will be at least as market shaping as the external uses, and when companies adopt a strategic use of both, and host ecosystems that harness talent inside and outside the company then they have a great chance of shaping the market in which they serve and being a major player in it.... these are echos, in part of the thinking of John Hagel and John Seely Brown.