A failure of leaders to adapt to social media is the main barrier organisations face in embracing social media. This is the message of a research project - The Social Media Garden, a digital era research study about social technologies at work.
There is already a mounting body of research on the use of social media in organisations. However, none of these studies have been conducted using social media methodologies. Pioneering collaborative technology was used to create The Social Media Garden. It is, in itself, a demonstration of how social technologies are changing the way we engage in conversations and exchange knowledge about our opinions, experiences and ideas.
Unilever and Silverman Research conducted the project (which ran Feb - Apr '12 with approx 650 participants) to provide insight to people who are developing, or expanding, the use of social media in organisations.