Think “initiative” not “project” for collaboration success

It’s widely recognised now that successfully improving collaboration within an organisation doesn’t happen by itself; while social collaboration technologies might share some common characteristics with public social networking services like Facebook and Twitter, you simply aren’t going to get company-wide levels of adoption purely through “viral” methods. You need to invest in an adoption strategy to make it work, with the understanding that what you are aiming for is not just adoption of the tools, but business change.