Names have value. Sector names are powerful totems in the consulting business. As a recovering industry analyst, I remember well the desire to name trends, and to have your name associated with the trend. And when innovation happens, it helps to be able to call it something. At Socialtext, we pioneered the adaptation of internet tools for collaboration and communication for business use, well before there were names for things. It was a lot harder to explain what we were doing before someone coined Enterprise 2.0.
In this case, the proposed change from “Enterprise 2.0” to “Social Business” is a lot less interesting than the trend the advocates are describing. Boyd and DuToit’s posts both describe a shift from an early market phase, when early adopters experiment with bringing web 2.0 tools and techniques to the organization, to a more mature phase, in which people have a more sophisticated understanding about evolving their organizations to take advantage of the tools, and the tools are deeply adapted to be suitable for organizational use.
So, switch terms? Shrug. Think more deeply and act more powerfully to adapt organizations and tools? A good thing to talk about and to do.