"IT leaders must keep abreast of this evolving sector in order to take advantage of social capabilities and understand the implications that social software developments have for related technologies," said Jeffrey Mann, research vice president at Gartner. "As social technologies mature and organisations improve their understanding of how to apply them, they will be found in more and more situations. Increasingly, social technologies are not implemented on a stand-alone basis, but are tightly integrated within a variety of other technologies, including business, IT operations, unified communications and collaboration applications." Vendors are increasingly adopting a "wrap-around" approach, in which social capabilities are not things one buys in themselves, but are included as part of something else. This trend is particularly prevalent with HR management, customer relationship management and other business application vendors.