How to Raise Enterprise Social Adoption Rates

|   Jun 11, 2013

A recent report from Deloitte reflects the good news/bad news when it comes to large companies embracing an Enterprise Social Network (ESN). The good news: according to Deloitte, by the end of 2013 more than 90% of the Fortune 500 will have implemented an ESN. The bad news: in a typical month only 40% of the employees who join the community will make a post. Fortunately, there is a single, crucial step you can take to ensure more employees use the community to improve communication, innovate faster and work more effectively together.

The one thing you can do to increase the use of your enterprise social network, according to Deloitte is, “incorporate the ESN into existing business processes.” To drive adoption and get employees contributing to the conversation you must make it a seamless and valuable part of the everyday flow of work that people are currently engaged in.  By making your enterprise social network accessible everywhere, without asking employees to open another application, you can transform your ESN from an “add-on” to an “always on” utility—like lights, power, and water—that employees rely on as an essential part of their workflow.

Socialcast was the first to embrace this idea. We were the first to deliver an open platform that makes it possible to embed social capabilities directly into business systems that people use every day – Intranets, CRM, help desk applications and the like.  It’s a modern way to work—everything you need to stay informed, connect with your colleagues, and get work done is all in one place, accessible from any device.

But that is only the beginning. You still need to get people involved and engaged in the community, because a social network is only as good as the “social” element—the people. What’s the best way to get the “other 60%” actively contributing in the community?

As with any change in the workplace, ESN adoption requires same care and oversight as any other important company initiatives. Communication and training, according to the Deloitte analysis, is essential. There are many creative ways to go about this. If you need some inspiration, take a look at a recent video we did with Humana:


We asked Humana employees to tell us why they use their Socialcast community, internally referred to as “Buzz.” The result might inspire you to do something similar in your own company.

Even though many people use Facebook and LinkedIn, they still may need help getting comfortable with the fundamentals of using social at work. Our Quick Start Guide can be a great resource to help people get started with “the 10 things you should do first.”

In the coming weeks, I’ll be sharing more insights and best practices for driving adoption. In the meantime, let us know what you’ve found to be your most successful strategies for creating thriving social communities.

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Author Spotlight

Joan Bodensteiner
Joan Bodensteiner Senior Director of Marketing View full bio

What is Socialcast?

Socialcast by VMware (NYSE: VMW) is a social network for business uniting people, information, and applications with its real-time enterprise activity stream engine. Behind the firewall or in the cloud, Socialcast enables instant collaboration in a secure environment. Socialcast is headquartered in San Francisco, California.