What can Social Content Management learn from ECM?

I have been looking at companies like Emojo who are attempting to create a new Social Content Management (SCM) category to position themselves against traditional ECM vendors. I have no idea whether this is good, bad, or even possible. Do communities who participate in user-generated content want to feel “managed”? Probably not, but they can benefit from many of the attributes ECM has incorporated over the years. The question is whether SCM is the province of a new breed of tools, or an adaptation of ECM solutions that allows the participation of SOA and RESTful services in the content management architecture.

Wikis, blogs, and forums are simply tools around which communities congregate and share content. This content can take the form of documents, presentations, video, images, or anything else. Traditional ECM shines in its ability to manage controlled content sources. In SCM, it is the documents on Scribd, YouTube videos, and RSS feeds that need to be monitored and managed with notifications of missing content or changes in content.  ECM also shines when it comes to scalable solutions that incorporate localization and template/content reuse across multiple sites. Multi-national organizations participate in discussions that take place across borders and boundaries.  SCM should incorporate the ability to manage multi-lingual posts, allow editors the ability to translate and promote posts to localized blogs, and allow cross-posts.

I guess to me it just seems like SCM should be part and parcel of ECM. If it can survive as a category on its own, it should be riding higher on the hype cycle right about now.

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