Six approaches for social media adoption – 1. do nothing
Despite all the innovation and good examples of use of social media tools in large organisations over the last year or so, investing in is still a tricky decision for many. In government, budgets and headcount allocations are tight and shrinking. The return on investment of social media is largely unproven. Many large organisations are naturally risk averse.
So it would be a legitimate tactic at this point in time for an organisation to do nothing.
This isn’t necessarily a strategy of avoidance, ignorance or even procrastination. But it is a short term position and not sustainable in the longer term.
While the skills remain relatively rare and the investment in time and people to embed the skills high, its natural to take a back seat and watch others innovate so that you can learn from their relative successes and failures. As more and more good examples of using social media tools for business are evaluated and shared, a consensus on good practice will develop and organisations will become more comfortable with the idea of investing in this area.
Meanwhile, you avoid the pain of early adoption.
On the downside, user adoption of the conversational opportunities afforded by social media is much faster than for the early web. They may well expect to be able to engage with you before you are ready for it. There’s also the risk of being left behind by the speed of others’ innovation.
Doing nothing costs nothing in monetary terms but the opportunity costs could be high if the strategy is sustained for too long and you have to play catch-up.