With social media reaching ubiquity big business cant afford to sit on the sidelines. As suggested in this Enterprise VoIP Planet article, enterprises need to respond to customers, reaching out proactively through unified communications (UC) and call center applications tightly integrated to the universe of social networking.
"Offered as part of the OpenScape Fusion Social Media Integration solution, Siemens new tools are being released as prototypes, a proof of concept offering. These early-version tools include an SDK (software developers kit) and social media APIs (application programming interfaces).
"Theres no packaged solution yet. Rather, enterprise users can build apps themselves or engage Siemens to build custom integrations. Sedgewick estimates it will be another five years before ready-made, off the shelf tools will be available to drive integration of social media in UC and call centers."