Beyond Social Business Software: The Social Publishing Platform with Open Source Drupal

Fri Oct 30, 2009 9:17am EDT

* Reuters is not responsible for the content in this press release.

WOBURN, Mass.--(Business Wire)--
One of the most hotly debated questions among marketers and company executives
is "What does it mean to be a social business?"Today Acquia, Inc., the
enterprise guide to the Drupal social publishing system provides the answer and
also reveals what Social Business Software vendors aren`t telling you: your
investment in Social Business Software is at risk because it is only a one-sided
approach to social business. Social publishing is the technology platform for
true social businesses. 

Social publishing, specifically Drupal, is the convergence of web content
management software (WCM) and social software tools in a single, unified
platform. As a result, Drupal transcends boundaries between internal Enterprise
2.0 applications and external Web 2.0 applications. Drupal is a community driven
Open Source platform with over 4,000 modules and a 600,000 member community that
drives innovation. 

"Not all social business technologies are created equal," said Tom Erickson,
Acquia CEO. "Some vendors will tell you that social business is about internal
collaboration; some will tell you it`s about external customer engagement. Our
take: it`s truly both and Drupal social publishing is the right way to get your
business engaged with all of its audiences. What Social Business Software
vendors won`t tell you is their value disappears when you want a single unified
platform to power the web. The Drupal open source social publishing system gives
companies the flexibility with their brands to capitalize on emerging

Based upon the experiences of a huge Drupal ecosystem that contributes new
modules for every desired function back to the community, and Acquia`s own
expertise in guiding companies with the Drupal open source publishing system,
being a social business means:

* Accepting that everyone in your company is a marketer: from corporate
communications to your engineering team, everyone has a role in how your
business and brand are perceived. 
* Understanding that collaboration with customers is only as good as your
ability to connect your community with your primary web activities, and then
tune the social media feedback loop inward and make real business moves in
* Realizing that the number one concern of everyone at the board room table is
reputation management, and operating a responsive social business is the only
way to address it.

"Just as the search economy up-ended the old outbound direct mail marketing
economy, the new social web stands ready to transform marketing once again,"
said Tim O'Reilly, founder and CEO of O'Reilly Media. "If you`re not using
technology to bridge the gap between Enterprise 2.0 and Web 2.0 you`re missing
the boat. Look for solutions that turn customers into brand messengers and your
employees into a multi-functional group of brand stakeholders." 

What social business vendors provide the enterprise today:

* Compartmental collaboration technology that addresses today`s social media
channels, not tomorrow`s 
* A limited vision of social business that does not adequately address the tie
between internal collaboration technology and external customer engagement 
* The same old proprietary software game; innovation slows dramatically after
initial adoption 
* Vendors focused on high end niche problems for a narrow range of special uses
to justify a high six figure price tag

What enterprises really need:

* ONE technology solution that seamlessly marries content management and Social
Software, not silo collaboration functions 
* Single platform to power the web in a company; public facing websites,
external facing communities, and internal facing collaboration 
* The ability to quickly and easily extend your brand by launching multiple
sites in response to new opportunities 
* An Open Source community of over 600,000 driving the speed of innovation and
developing over 4,000 modules 
* A social software solution that doesn`t trip you up - whether you`re marketing
to customers or organizing a product development team

About Acquia

Acquia helps organizations of all sizes build social publishing websites
quickly, easily and with a lower total cost of ownership by leveraging Drupal,
the open source social publishing platform that blends content and community.
Our products, services and support enable companies to leverage the power,
technical innovation and economic value of Drupal while simplifying the
experience, removing the complexity and minimizing the risk. Please visit: Download Acquia Drupal, the completely free Drupal
distribution, at 

About Drupal

The Drupal social publishing system has been downloaded over 2 million times
since its inception and powers more than 400,000 web sites globally. Drupal is
unique because it was built at the intersection of Web CMS and Social Software
from the beginning. Because it is a robust web application platform, a community
of tens of thousands of developers have been able to build functionality for
Drupal and create a Social Publishing solution- a feat that is impossible for a
proprietary vendor with their own internal R&D team. Drupal includes an
enterprise class content management system and is used to deliver a wide variety
of web applications including single or multi-user blogs, wikis, community
networks, digital media portals, e-commerce, and many more. Assisted by a
thriving ecosystem of consultants and developers, a diverse set of organizations
use Drupal including SonyBMG, Warner Brothers Records, the New York Observer,
Forbes, Disney, Intel, Harvard University, and Amnesty International. For more
information, visit

PAN Communications
Kristin Conforti, 978-474-1900

Copyright Business Wire 2009

Comments (0)
This discussion is now closed. We welcome comments on our articles for a limited period after their publication.