Are we there yet? The tipping point in social media application acceptance and success.
There is still reluctance from upper management to fully embrace social media applications within the enterprise. I think part of the problem is not only the financial justification in terms of a quantifiable ROI but also from the end users who do not seem to be jumping on the bandwagon. Just ask if they would be willing to forego email and use a more collaborative tool? Seriously?
According to the scientists at Rensselaer Polytechnic Institute in New York, back in 2011, they set out to determine what percentage of positive participants would make a social network a success. By developing computer models of social networks, what they found was it takes 10% of minority opinion to propel an idea. The chart bellows illustrates how the minority opinion (red) evolves into the majority (which was formerly green).
Picture: SCNARC/Rensselaer Polytechnic Institute
“When the number of committed opinion holders is below 10 per cent, there is no visible progress in the spread of ideas. It would literally take the amount of time comparable to the age of the universe for this size group to reach the majority,” says Boleslaw Szymanski, a professor at Rensselaer and director of its Social Cognitive Networks Academic Research Centre (SCNARC). “Once that number grows above 10 per cent, the idea spreads like flame.”
There you go. My question to you is, what criteria for success do you plan for, or would plan for in regards to the adoption of an enterprise social media application? Where is the tipping point for acceptance?