Couple of years ago I introduced an enterprise social network in my then organisation. The idea was to improve internal communication (poor internal communication was a cause of complaint for majority in the organisation).
One key problem was the use of email internally. So I thought let's replace email with a social network! That will surely address the issue!
I introduced the network (Yammer) and many people absolutely loved it. However, after initial enthusiasm things started to go wrong. People returned back to internal email. Very depressing.
I discovered that this is a common pattern when introducing internal social networking tools like Yammer (now part of Office 365), Jive etc.
I also discovered that there is a way to make social collaboration tools stick. The magic words: community management.
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