Greetings Tony. Nice to see you. I think Salesforce.com is really forward-thinking in its social initiatives and you did a good job of explaining what it means to customers.
Microsoft is taking a similar approach in its planned acquisition of Yammer, an enterprise social media tool that's oriented around collaboration. Microsoft plans to integrate Yammer in some way with SharePoint, Office 365, Microsoft Dynamics and Skype, althought we don't know how long this will take since the acquisition hasn't been completed yet.
Clearly, Salesforce.com has a head start looking beyond collaboration to key business apps and pocesses.