Motivating people to adopt social technology in the workplace isn't always easy. Even highly resourced efforts can take years before true adoption takes place and the promised value has been unlocked. We need to dispense with dreams of effortless collaboration and fabulous emergent effects, and instead focus on understanding the needs of our ecosystem, so that we can design strategic use cases that catalyze value through better, social ways of working.
The path to social business maturity often involves many experiments, false starts, reluctant users and sometimes even outright rejection. If you can accept these likelihoods, embrace the apparent failures and continually renew your approach then your efforts will, in time, be rewarded. There are three aspects of social business strategy that, in my experience, are essential for success.