<p>Michael Idinopulos is chief customer officer and general manager of Socialtext.</p><p>Michael Idinopulos</p><p>The business community faces immense pressure to embrace each new social network, keeping up with the pace that their employees have become comfortable with in their personal lives on sites such as Facebook and Twitter. Creating a community in the workplace where employees can share and engage on a real-time platform makes everyday communication and collaboration easier and more effective, delivering tangible business results.</p><p>When it comes to today's fast-paced workplace, there's no better place for social collaboration. But over time, our society has changed from an open setting of collaborative work to a closed, cubicle environment where work is isolated and trapped, confined by our digital domain. We went from verbally discussing and sharing information to doing our jobs secluded from the very people who we bounced ideas off of and who kept us informed on what was happening.</p><p><a href="http://www.forbes.com/sites/ciocentral/2012/12/21/social-business-5-trends-to-watch-for-2013-and-beyond/">Keep reading...</a></p>