Thinking Socially about Corporate Social Media Deployment

The HBR has a very good read today that explores how enterprise adoption of social media tools should be considered based on why they have been adopted at a personal level. In the article by Erikson, she suggests that corporates managers lamenting low adoption rates of social knowledgeable menu tools in the corporation need to considered the shared experiences that lead us into engagement personally. Factors such as being invite by people we know and trust and by having specific things we want to do wit the tool to name a couple.
The article flips the question of how social media tools should be considered on its heads an comes up with some familiar but clearly so obvious they have been missed recommendations.