Issues with Adoption – Week 7

Businesses are slowly edging towards adopting social tools, most businesses have already started to adopt social tools to take an advantage in the workplace and in sales . Social tools, can usher in significant large-scale shifts in where productive forces and innovation come from. Organisations will all adopt enterprise social tools in slightly different ways and will generally proceed from ad hoc usage, often by applying widely available consumer tools at first, to more evolved open business models.

Although adopting social tools comes with its benefits, there are a few issues in which businesses need to overcome in order to successfully adopt social media tools. A few issues are listed below:

  • Lack of social media literacy amongst workers – Those who haven’t been maintaining blogs, updating wiki sites, using social networks, sharing information socially, etc. will not understand how to use them and will require more education than those who do
  • A perception that social tools won’t work well in a particular industry – There is often an assumption in many specialized industries  for example medicine that social tools won’t be a good fit for their specific
  • Social software is still perceived as too risky to use for core business activities – There’s a sense that social tools is not for operations or key business capabilities. This can be ascribed variously to concerns about unpredictability, loss of control, or worries of introducing potential distractions to activities that directly and immediately affect the conditions of the business, including the bottom line.
  • Can’t get enough senior executives engaged with social tools – Most senior executives in large organizations are often read-only users of their IT systems, whether it’s Outlook, their Blackberry, or operational dashboards.
  • The needs around community management have come as a surprise – Social tools create participant audiences with a shared understanding and sense of community, as well as an internally guided direction. Without suitable management (help, support, guidance, moderation, administration, and planning) communities will (and should) eventually take on a life of theirVerizon Business own, but perhaps without your involvement.

This list is only a few of the many issues which revolve around businesses and organisations. In order to successfully adopt the use of social media tools, these barriers need to be overcome. There are many businesses and organisations that have successfully implemented social media adoption, an example is VerizonBusiness. Verizon Business has “taken the Mystery Out of Adopting Unified Communications and Collaboration Technology”. They have created a consulting service (listen to podcast) which provides expert consultants who will learn all about a company’s business objectives, assess its current technology, conduct user profiles to uncover opportunities for business-process improvement, and overcome cultural hurdles — such as employee reluctance to use new communications tools.

Below is a quick video demonstrating the use of social tools to collaborate in organisations.

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Verizon Business

The Four Stages of Social Media Adoptionh by Rob Daleman

Driving Adoption Of Social Collaboration Tools by Michael Fauscette

Ten Common Objections to Social Media Adoption and How You Can Respond by Marshall Kirkpatrick