InsideView's Umberto Milletti brings social networking ...

Time for a new term to describe the marriage of social networking and the enterprise.

"We're a 'socialprise' application," explains InsideView Inc. founder and CEO Umberto Milletti, who came up with the coinage (which is already in Wikipedia). "We help enterprises leverage social information within their customer relationship management application to allow their sales and marketing people to be more effective."

"Companies see their users using Facebook, their employees getting on LinkedIn and doing blogging, but they don't quite know how to use it, how to make sense of it," Milletti says. "Socialprise applications allow an enterprise to use social media, but do so in a structured environment, which is an enterprise application. In our case, it's a CRM application."

InsideView last year raised its first round of venture capital, led by Emergence Capital, with participation from Rembrandt Venture Partners and Greenhouse Capital Partners. Milletti is currently raising another round.

We spoke with Milletti at the Web 2.0 Expo in New York last week. For video interviews with other attendees, see our talks with Union Square Ventures co-founder Fred Wilson, conference organizer Tim O'Reilly, Lonelygirl15 creators Miles Beckett and Greg Goodfried and Get Satisfaction co-founder and president Lane Becker. -- Mary Kathleeen Flynn

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