Mar 14, 12:38 am: But how do you get users to adopt social software?

In An adoption strategy for social software in enterprise, Suw Charman writes:


here are two ways to go about encouraging adoption of social software: fostering grassroots behaviours which develop organically from the bottom-up; or via top-down instruction. In general, the former is more desirable, as it will become self-sustaining over time – people become convinced of the tools’ usefulness, demonstrate that to colleagues, and help develop usage in an ad hoc, social way in line with their actual needs.

Top-down instruction may seem more appropriate in some environments, but may not be effective in the long-term as if the team leader stops actively making subordinates use the software, they may naturally give up if they have not become convinced of its usefulness. Bottom-up adoption taps into social incentives for contribution and fosters a culture of working openly that has greater strategic benefits. Inevitably in a successful deployment, top-down and bottom-up align themselves in what Ross Mayfield calls ‘middlespace’.


Suw’s entire post is worth reading. Excellent not just in the specific strategies she recommends but also in the leadership that is involved in working, not just in mandate, but by giving power to evangelists inside an organization.

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Marnie Webb  |