A great deal of attention in enterprise social networking has gone into ‘driving adoption’. A focus on adoption can distract organisations from the real challenge of any business activity, creating value in fulfilment of the organisation’s strategy.
Adoption is an intermediate goal
Adoption is a means to an end. Adoption is a tool of value creation. It is not the result. The desired outcome is the value created by an engaged community that allows for the fulfilment of a strategic goal through outcomes like better alignment, innovation, adaptation, better customer & community focus, greater agility or improved efficiency.
The desire to move beyond adoption is growing. Luis Suarez recently argued that the language of driving adoption is missing the mark. Joachim Stroh has also highlighted ways in which we need to move beyond traditional adoption.
The logical next step from adoption is the end goal of work…
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