A good (but too brief!) post by Mahendra about the importance of relevance. Mahendra is spot on to say that relevance is more important than big numbers and way more important than real-time. This is true not just in public-facing social media applications – it’s not just Facebook that wins because it’s relevant – but in Enterprise 2.0 too. Slapping up some social tools because it seems like a good idea will not get you as much traction as providing people with tools and information relevant to their needs. If I juggle a lot of incoming information on a day to day basis, I need help filtering that information and so something like social bookmarking becomes relevant. If I’m organising meetings, I need something that can help me cut down on repetitive tedious tasks like agenda writing like a wiki.

Relevance. It should underpin every social media project we do.