At Yamjam 2012 today, Yammer has announced the next iteration of its enterprise platform plans, called the Enterprise Graph. Yammer is a leading work media player, and was acquired earlier this year by Microsoft for over $1B.
This new generation of Yammer’s API is designed to allow enterprise software vendors to embed Yammer functionality into their apps. This is a real parallel to the Facebook platform strategy, and the idea is similar, allowing others to embed specific bits of Yammer functionality — such as activity streams, follow and like buttons, and pages —within those third party apps.
This functionality reminds me of Socialcast Reach, but a few years after that pioneering approach (perhaps a few years too early).
Obviously, Yammer and Microsoft are pushing aggressively to become the platform of choice for enterprise apps to become social, trying to take the high ground in the new battlefield in the work media marketplace.