How important are the terms we use in world of, er, oh dear, I've got to pick one: Enterprise 2.0, Web 2.0, social networking, social media, social business, social intranets, social computing? I've had a couple of interesting conversations this week with some folks from an Intranet company, and in their experience the word 'social' doesn't always go down well with customers. The connotation is often of "not businesslike", "time-wasting". But of the seven terms I've quoted, five use the word 'social'. Of the other two, Enterprise 2.0 is obscure in lay circles, and Web 2.0 is both too broad and too techie-sounding. And in any case all these terms have subtly different meanings.
Can anyone help with a way of dealing with this?