.. Getting starting with Social Business adoption | Ian Loe - Blog

Getting starting with Social Business adoption

Most companies who are starting to embrace (or at least experiment) with Social Business are usually worried about adoption. I am not going to go deep into adoption programs here but would like to share my thoughts on what I have seen worked.

Key Recommendations for your Social Business Adoption Journey

1. Start by being prescriptive

What do I mean by that? Instead of giving user too many options, you can start by setting a “standard’ on how the social platform is going to be used.

for example, tell people what and how to post a status update - Create a “cheat sheet” on what you would recommend a status update should look like and for what use.
some examples are :

This is how you would send a reminder for an deadline:
“The deadline is approaching - don’t forget to submit your material for review before Dec 1”

This is how you would notify the larger team about an article you found:
“I found this really good article online (share link), it really explains how we can go about improving our processes!”

Also start by telling people how to tag stuff and encourage them to do so diligently.



2. Start with very specific use cases for the right audience

Every team might have a different way to use the social business platform - how a marketing team would use it might differ drastically from how an IT team will use it. The key is to make it relevant and that the users find value in using the platform.

Example: for a IT help desk that is always looking up information and correcting errors they find in documentation, a wiki might be a very good place to start. For a auditor, activities might be perfect way for them to organise communication and documents for audit reviews.

Be sure to validate the use vase and then design a process and be more prescriptive about how it is to be use (at least in the early stages of adoption)



3. Leaders need to lead by example

So many times I hear that people are not using any of the social tools in an organisation “because my boss does not use it himself/herself”. Leaders need to be aware that people look to them as examples or use them as “excuse”. all good change management (including social business transformation) requires a very visible change from the top.



4. Do not forget that this is change management

Many people have a “build it and they will come” approach to introducing social business. This is a very dangerous practice. more often than not, people will say “user did not need training to use Facebook/twitter/Linkedin, etc”, but social business is NOT the same as public social media - people need to understand why they are using this for collaboration, they need to understand the value, the boundaries of use, and what impact a change will have on the way they work.

Ensure you have adequate people around that can answer questions from end-users, practical training is also necessary to help people navigate through the system and a social business policy needs to be in place and communicates to everyone.


There are many more areas to cover in an adoption program, these are just the top 4 areas that i see in most organisations. If you have any questions on this, feel free to reach out to me for a discussion.

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