What Social Media Adoption Model Are You Following?
Sunday, March 30th, 2008By Dennis D. McDonaldWe’re beginning to see more social media and networking case studies and discussions of “best practices.”Maybe this is evidence of a classic adoption curve. People are more willing to talk about successes. We don’t necessarily know about the projects that are stillborn, still on hold, or the ones that are outright failures. Folks are less willing to talk about those in public, obviously. But early adopters are beginning to talk more publicly.
I’m beginning to see at least four different adoption models that describe how social media and social networking are taken up by organizations:Top downBottom upInside outOutside inTop down
In the “top down” model the organization’s leaders implement and lead the adoption of tools and techniques such as blogs, wikis, social networking systems, shared bookmarks, and podcasting. Staff may be brought along gradually but eventually they “get it.” After a while viral adoption and word of mouth take over. If the leader is smart, he or she will fade into the background as “best practices” evolve.
Bottom upIn the “bottom up” mode the workers start blogging, using wikis, and social networking systems to advance their jobs. They do this initially using free tools and without the blessing of senior management. Eventually a critical mass is reached, enough people “get it,” and