Last year I was working with a large brand and it was painfully apparent their internal collaboration pilot was doomed from the start. The eBusiness exec kept saying “we’re just not getting the adoption.”
When pressed on metrics and the objectives his company had outlined that could perhaps affect the work being done in various groups, the result was radio silence. A quick reality check showed the brand group had seeded a few blog and forum posts, created some user accounts, and proceeded to push out an email or two. Oh, and we were given 90 days to see if things worked.
I never could figure out how they expected anything to come out of the effort by dropping in some technology and encouraging people to collaborate.