Many companies who want to use these tools underestimate the organizational and cultural change required to help employees shift to a new, more collaborative and transparent way of working. As a result, Gartner predicts through 2015, 80 percent of social business efforts will not achieve the intended benefits due to inadequate leadership and an overemphasis on technology.Simply buying a platform and turning it on won't be enough. Without dedicated organizational and cultural change management, a company implementing social runs the risk of being overwhelmed with "digital landfill."
The good news is there is a growing list of companies paving the way. Here are 5 keys to getting enterprise social initiatives right:Before you can change your culture, you need a firm grip on your starting line.Most companies say they want a more open, collaborative culture but have organizational structure and policies in place that actually prevent it.Before jumping in the deep end with social, define what you hope to achieve, and identify a timeline to match the organization's current state. View enterprise social as a journey, not a campaign, and be honest in identifying any pain points, which may slow adoption and engagement.
Start small with specific projects among specific groups, build on success, and learn along the way. At the same time, remain open to organic and unexpected value that may arise. Don't expect things to be perfect; instead, adopt the motto of "aim, fire, adjust." View failures as a learning opportunity to refine your efforts.Once you have a sense of what's achievable with enterprise social, you can begin to map out how this vision will translate to tangible business results.