About 1,200 people are expected to attend this year's Enterprise 2.0 show, set to begin Monday in Boston, a rise of about 20 percent, according to the conference's organizer, Steve Wylie.

"I think there's a lot of people who want to get up to speed and act on it," he said.

Enterprise 2.0, according to the man often associated with the phrase, Harvard Business School professor Andrew McAfee, is defined as "the use of emergent social software platforms within companies, or between companies and their partners or customers."

The conference is placing more emphasis this year on customer use cases, with presentations scheduled from Pfizer, Sony and others.

It wasn't as difficult this year to find solid case studies, Wylie noted, which could be a sign of the market's maturity.

And one prediction has the space ready to explode. Forrester Research recently said that enterprise spending on technologies such as social-networking platforms and RSS feeds will grow to US$4.6 billion by 2013, from $764 million in 2008.

However, other data suggests many enterprises are generally interested in employing social software in a business context but are confused about how to do it.

A recent study by the research firm AIIM found that while nearly half of respondents said Enterprise 2.0 is "imperative or significant to corporate goals and objectives," 74 percent said they have "only a vague familiarity or no clear understanding" of the concept.

And some companies are still too busy to care.

Vince Biddlecombe, CTO of Transplace, a Frisco, Texas, company that sells logistics software and services, said the company's technical team has been consumed recently with meat-and-potatoes projects involving virtualization and business intelligence.

"In terms of the social networking and stuff like that, to be honest, we haven't even thought of it," he said.

"It could be useful," Biddlecombe allowed. "The nature of what we do is very collaborative and our ecosystem is very broad. But the honest truth is, we haven't had time to even look at it."

Vendors, in contrast, are fairly bullish, describing the market as having reached a modest level of maturity with room to grow.

"In the marketplace we're definitely seeing a lot more traction, a lot more interest. ... Companies are beginning to figure out you can't just innovate at the product and service level. You have to innovate at every level of your business process," said Tim Young, CEO of Socialcast, one of the many makers of "white label" social networking platforms in the market.

The IDG News Service is a Network World affiliate.