Although social technologies are employed by 70 percent of organizations, Gartner, Inc. said most social collaboration initiatives fail because they follow a worst practice approach of "provide and pray", leading to a 10 percent success rate.
"Without a well-crafted and compelling purpose, most social media initiatives will fail to deliver business value," said Anthony Bradley, group vice president at Gartner. "This provide and pray approach provides access to a social collaboration technology and prays something comes good of it, like a community forming and participants' interactions naturally delivering business value. As a result, this approach sees a 10 percent success rate, and the underlying reason is usually that the organization did not provide a compelling cause around which a community could form and be motivated to provide their time and knowledge. In other words, purpose was lacking."
One more time:
1. Select a use Case connected to the Customer Business Initiative