Google searches on “social business” have been steadily increasing since about 2009, while “enterprise 2.0” has headed in the opposite direction. Searches on “social crm” peaked in 2011 and appear to be trending slightly down in 2012.
What is social used for? Surprisingly, more for good stories than bad. Word of mouth is 2x as effective as advertising for recommendations — with 66% of people leverage social to do their research.