“Facebook for the Enterprise” is the way that the social networking service Yammer is described.  And it is literally that.  Similar to Facebook, Yammer offers a profile page where users can connect with others to share information, reply to posts and set up contacts, with other staff members. 

Yammer, launched in 2008 by former Pay Pal executive David Sacks, is now owned by Microsoft and has been integrated into Microsoft 365.  It is meant to improve employee engagement and retention, though it is not clear whether this is true and, more importantly, whether it increases staff productivity (which would be a tremendous selling point).

Despite cool features like enterprise microblogging, high level security, and searchable company directories, there are several reasons that Yammer may not make it in the long term. 

1. Too many platforms – Everyone I know has more to do at work than time to do it.  Requiring that employees check a social network in addition to their email, phones (landline and mobile), text and intranet may not be practical.
2. Yammer is late – Many workers are already connected on social media platforms such as Linked In (for business), Twitter and Facebook.  Will we all now adopt a new platform?
3. Email is King – Wouldn’t it be simpler to send a group email than to connect with a group in Yammer to share information?  Email is the electronic communication of choice at work, and Yammer will have a difficult time upending that. 
4. No Competitive Advantage – Yammer is not significantly better than its many competitors, such as Google Hangouts, Salesforce Chatter, Skype Business or Workplace by Facebook, who it is meant to replicate.  And, despite its integration into Microsoft 365, which gives it great access to a significant number of companies, there are still too many alternatives.

Like any social media network, Yammer will only have staying power if the masses actively use it.  In tandem with its notable distribution, Yammer will need to add some innovative, new features that will warrant its use in the workplace.  In the busy digital age, and considering that there are many alternatives and no unique differentiator, I doubt that Yammer will be able to capture a critical mass of users.