'Monkey see, Monkey do'

Once companies decide that they want to encourage social media participation by their employees, how can they encourage rapid adoption?  Viral enablement.  What does that mean?  Well, if 'people like me' are doing it, then so can I.  When employees can see their peers getting benefit from participation, they will want to 'jump in' as well.  Another key element to viral enablement is getting management and executives to establish a social presence.  This gives employees a sense of 'permission' for them to participate.  The key is to establish small pilots, recognize actives that demonstrate business value, and then communicate!  communicate!  communicate!