<p>Companies hire people to work, not to be social. That's just one of the problems social business tools face despite the fact the US$ 2 billion industry is still growing at a decent clip, a 451 Research report found. Adopting Verticals the Obvious Play</p><p>With increased competition in a crowded space, enterprise collaboration vendors are taking to selling to specific industry verticals instead of selling horizontally, the Enterprise Collaboration and Social Business - State of the Market report found.</p><p>The hype and subsequent loss of interest in all things social has made things more complicated for social business vendors. Even for the largest vendors, there is still lots of confusion and misunderstanding of what they really provide for businesses. In fact, for everyone except IBM, the segment leader, there appears to be a disconnect between how valuable social business tools are perceived to be and how much money they can really save or even make for businesses, the report found.</p><p>It turns out most companies don't really care that much about having a watercooler app where workers can discuss things, and are more interested in tools that let them mine data, apps, connections and activities. The main focus for social business is actually around human resource management activities.</p><p><a href="http://www.cmswire.com/cms/social-business/social-business-yet-to-prove-its-worth-report-finds-022387.php">Keep reading...</a></p>