Companies are deploying social software solutions – Web 2.0 technologies such as micro blogging, social networking, wikis, and internal blogs – because they can dramatically improve decision cycle times and organizational effectiveness. But social software only produces these results to the extent it is adopted by users. Business social software drives group productivity product vs. personal productivity, and because of this large-scale adoption is critical to its success. A group productivity product can only benefit the group if it is used by the group.

While certain strategies encourage faster adoption, adoption is not something that can be mandated. Adoption occurs when users decide for themselves that the solution provides them with a net benefit. It happens when users want to use the product, and when they take action as a result. Users very quickly weigh “what’s in it for me?” against any perceived pain, such as giving up the comfort of an old way of doing something.

To get started with an enterprise social software solution, you should choose 3-5 lead use cases to pursue in your initial implementation. Successful implementation is typically driven by a core group of energetic champions committed to making your company more open, efficient and effective. You should look for these individuals to help drive adoption within your company.

You have made sure to choose a social software solution that is dead easy to use, with benefits that are self-evident to users. Now you have to get your colleagues to try it. Champions should introduce the social software in a hands-on way that encourages colleagues to “get their feet wet” immediately. Road shows, lunch-and-learns, and other live presentations, augmented by a live micro blogging channel are a great way to introduce your company to the new social software.

Your social software solution can shine when people use it to make every day work processes more collaborative and social. To show your company the power of the social software, you and your champions should route repeated activities through it.

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