This is a short video (10mins) from Harvard Business School Digital which deals with the big issue that faces so many of us - how to get organisations to actually do it!
It is an interview with Josh Bernoff: "vice president and principal analyst at Forrester Research. Over the past thirteen years, Mr. Bernoff has become one of America's most frequently quoted research analysts. His analysis, which aims at a deeper understanding of people and how they use technology, has been cited by sources from The Wall St. Journal to "60 Minutes." He is the co-author of the book "Groundswell: Winning in a World Transformed by Social Technologies," which offers myriad data-based strategies for companies that want to harness the power of social technologies like blogs, social networks, and YouTube.
Here is the core of what he has to say:
Lesson 1 - Start small, pick one objective and get started as soon as possible
Lesson 2 - Get an executive sponsor - this is true of all change management, of course.
Lesson 3 - Don't sneak it - talk to other stakeholders in advance (eg accounting, regulatory affairs etc)
Lesson 4 - Move quickly. Dell got there blog up and running in 3 weeks. Its best to start and adjust rather than plan for months
Lesson 5 - Use case studies and examples from other companies
Lesson 6 - Make friends. Your friends are going to be people doing the same things in other companies. Go to social media clubs etc.
Lesson 7 - Measure success.