Usually I use this space to advocate use of social software “in the flow” of work. I write a lot about business processes, workflows, incentives, and IT integration. Today I want to talk about something completely different.

Yesterday, medical devices and specialty pharmaceuticals leader Hospira created a Veterans Day Blog on their internal Socialtext implementation. It was something of a departure for Hospira, who typically uses Socialtext for “in-the-flow” things like IT collaboration, HR information, and professional development. The Veterans Day Blog wasn’t “in the flow” at all. Whoever set it up was simply creating a space for colleagues to share their thoughts and feelings on Veterans Day. No workflow, metrics, no ROI. The blog was active for one day.

What a simple concept. What a powerful result.

Dozens of Hospira colleagues contributed. Parents sent wishes to children deployed overseas. Ex-soldiers gave shout-outs to comrades still in the service. People remembered parents who had served. Veterans explained when and where they had served. People recognized Hospira colleagues working with the armed forces overseas.

Most posts came from first-time contributors. All were personal. The cumulative impact was deeply moving.

In this age, especially in the technology business, it’s easy to get swept up and carried away by the flow of work. I’m personally grateful to Hospira’s Veterans Day Blog for reminding me once again that work is all about people.