Adoption Of Social Networks Through Use Cases

Many large organizations are deploying internal social networks to enhance communicate and foster a greater sense of community. However, the saying “build it and they will come” does not hold true. Getting staff to use internal social networks takes a lot of work. The problem is getting staff to see the value of social networks within their day to day work. This is where a strong adoption strategy comes into play.

One strategy to promote the use of social networking is use cases. Assuming you have identified business drivers and clear objectives for an internal social network, you should be able to identify use cases that will showcase to staff, how social networks can improve day-to-day work. For example, if one of your goals for your social network is to enable staff to more easily find expertise across your organization, you can create a use case showing how this can be achieved through the social network.

Bottom line, unless staff sees value in it, they likely won’t adopt it. Use cases allow you to tell/show staff about the value through stories. For example, Bob was looking for expertise within the area of… He was able to use the social network to…

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  • http://justenrobertson.com Justen

    Sounds like reproducing the wheel to me. Unless there’s a really incredibly compelling reason to run your own network and a really compelling reason to use it, people will stick to what they know. I barely manage to keep up with the two I participate in voluntarily – there’s no chance whatsoever I’d pick up another one just becuase my boss thought it’d be fun to blow money on it (if I had a boss). I just don’t have enough mindspace left to waste. Why not leverage an existing solution? Ning and Facebook both facilitate private groups, just to provide one example. Google Wave provides some *great* tools for organization too, and I’d wager that a large minority of people in a given organization already has a Google profile.