If senior managers don’t signal the business focus of a social business tool, employees will often fail to recognize and realize that focus and instead view the tool as purely social. There is one effective way to change this. Communicate business value. This is as simple as informing your employees about how and why social collaboration tools are intended for business purposes. These campaigns are particularly effective if they are executed in an engaging way.

Virgin Trains’ videos about Yammer are a good example. Rather than instructing people in a top-down way, Virgin Trains encourages them in a fun and engaging (social) way to use Yammer for collaboration in problem-solving with their peers, producing real business value.