An example method facilitates collaborative participation in a process-based software application. The example method includes employing a process cloud integrated with a social network and document cloud to enable social network conversation-based collaboration during running of processes of the process-based software application. Hence, by integrating a social network with a process cloud, collaboration mechanisms can be created when a process starts. Process designers, i.e., process-based application designers or developers, may configure permissions for the various tasks in a process so that task participants can see some messages in the conversation but not all. As tasks are initiated and completed, automated messages may be posted to the conversation.