In Part Three of the Six-Part Blog Series on Social Business Strategy, we explore the importance of shifting the focus away from features and onto meaningful human interactions that drive adoption.
The goal of any social business strategy is, of course, business. You want to drive productivity by improving employee engagement. You want to convert tacit knowledge - the “know-how” that’s tucked away inside your star performers’ heads - into explicit knowledge that can be shared between workgroups. Finally, you want to reduce time spent in meetings or combing through email inboxes.
The secret to getting business up and running on social software is to make the environment “people-friendly.” Like a good dinner party where people come for the prime rib and stay for the conversation, people will be drawn to your social intranet by the kinds of interactions they can have with other people in the organization. Feature bells and whistles don’t draw people - people draw people. Your social programs and campaigns - and not the software - will be your best path to rapid adoption and growth.