In 2012 social business will come to the fore, due in part to the momentum created by IBM over the past few years. Leading organisations, large and small, are wanting to know HOW to connect with the social customer, including new forms of employee engagement. Social software, such as IBM Connections, and the socialisation of software, are important components of this transformation, but the holistic view is much greater. Walter Adamson presents the state of the social landscape, and joins the dots between social strategy, governance, architecture, communities and social analytics. For enterprises, this will help IT position cross-organisational social business initiatives, including those for marketing, sales, support, innovation and HR. For Partners, it will aid them in understanding customer priorities in social, and in developing and positioning social business proposals.