Business has changed, and SocialCast is working to create the new communications streams businesses need to support that new operational reality, says Tim Young, CEO of the social media communications startup recently acquired by VMware.

“Even 10 years ago, businesses would design and build a product using a team in one location, and everybody involved could gather around a white board to discuss it,” said Young in an interview on the SiliconAngle.tv Cube with Wikibon Chief Analyst David Vellante and SiliconAngle CEO John Furrier.

“Today the components are being built in multiple locations, and final assembly will be somewhere else.”

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These geographically dispersed operational teams need ways to communication more closely with each other. To solve that problem, SocialCast looked to social media for inspiration. Its latest product, for instance, allows communications to be incorporated into standard business applications such as ERP systems. This allows team members to communicate across distances without having to jump between applications, which, he said, is the problem behind the failures of earlier efforts to support work teams.

Young’s vision is to develop the Twitter, Youtube, and Facebook for business, allowing businesses to harness the communications value of social media without the distractions entailed by introducing all the personal material and connections that employees have in their online personal lives. “As you walk around the show and see our new products here,” he said, “you can see that vision taking shape.”