Earlier this year Silverman Research started a research by asking people what they think are main barriers for organisations in embracing social media. The study identified four main barriers to social media adoption in organisation, which are:
- Lack of knowledge and understanding
- Absence of a well-grounded business case
- Unprepared leadership
Results from the Silverman Research
A few years ago, the world's largest publisher and distributer of children's books, Scholastic, had a few employees which had the interest of starting a corporate blog. With a few of these barriers, their boss was not too keen on this idea.But, they did not give up. Instead, they were given the chance to type out blog posts everyday for a month.
When their boss realized it was a good idea, she approved it and decided to go with it. With that, these employees proved to their boss that corporate blogging will work. Now the blogging team has 9 people and publishes posts up to 10 times a week. Scholastic has gained many diverse readers who comse back to read their articles on a daily basis. Proving that social tools will and can be beneficial to the organisation was their key to Scholastic's social media adoption.
Employees who pioneered blogging in Scholastic giving a presentation
According to K R Prabhakar, in 2003, IBM made a strategic decision to encourage employees to participate in blogs and embrace the blogosphere. IBM did not regulate employee social media activity but instead encouraged employees to collaborate, share and drive innovation. Employees are educated about the guidelines and policies and are provided the necessary social media platforms.
By doing so, it resulted in cost reductions, greater revenue, high employee satisfaction, and the birth of more innovative ideas. As employers, it is essential to set the example and encourage employees to embrace social media. This is helps guide those working with the organisation to accept, be interested, and adopt Enterprise 2.0 tools as part of their work.
Those who have trouble getting organizations to adopt social media tools can use this theory as a guide to transform and bring forth a paradigm shift within the organization, which will lead them to the acceptance and embracing of Enterprise 2.0 tools.