Computerworld’s Antony Savvas writes an interesting article about Gartner study results that indicate that “although social networking technologies are employed by 70 percent of organizations, only 10 percent are successful at using them.” Analyst Anthony Bradley describes the poor approach taken by organizations as “provide and pray.” Here are characteristics of a successful roll-out as identified by Gartner:

Participant magnetism – the purpose should naturally motivate people to participate

Community draw – the purpose must resonate with enough people to catalyze a community

Organizational value – the purpose should have a clear business outcome

Promoting evolution – select purposes that you and the community can build on