When supply chain executives hear “social media,” they immediately think
Facebook, LinkedIn, and Twitter. And because these publicly available sites lack any
supply chain and logistics context, they can’t see how these social networks will help
them manage their transportation and warehousing operations, for example. Simply
put, the term “social media” has an image problem in supply chain circles. It carries a
lot of baggage, and other names being used, like “enterprise social software,” aren’t
much better.