Why is Facebook addictive but enterprise social adoption a challenge?
Originally posted on Gigaom:
It hardly takes a raft of studies or in-depth research to prove that consumer social media like Facebook and Twitter can be hugely addictive. From our personal lives and stories in the media, most of us intuitively know that the little shots of connection and amusement we get from these sites make it sometimes difficult to log off, even when you know your excessive time on them is less than healthy for your brain (or your self-esteem).
While the addictive properties of social media are totally obvious, so is the truth that introducing social tools in an enterprise context is a tricky business, and driving adoption is sometimes a painfully slow process. As David Lavenda, VP of marketing at social email company harmon.ie, recently pointed out here on WebWorkerDaily, recent Forrester research found widespread under-utilization of the social tools that organizations have invested in, with 64 percent of companies reporting they realized few, if any, benefits from the investment.
And that’s a paradox. Why do we love social tools in our personal lives but often shun them in a professional context? Author and prominent business thinker Tammy Erickson recently pondered this question on the HBR Blog Network, outlining the key differences between the consumer social experience and the enterprise one. In our personal lives, she argues, social media have these characteristics: