Couple of good points from the ZDNet article by Toby Wolpe: Jive Software: Where firms are going wrong with social rollouts. First, choose strong, well managed site/team to start with:

Proponents of collaboration tools are sometimes overly ambitious and choose the wrong place in the organization to exploit it initially. They saw the things they wanted and they would want to start in one of those areas they knew the company had a problem. The trouble with choosing one of these problem areas is that by their nature they are often failing precisely because of poor controls, measurement, and management ...continue reading "Basic (mis)steps in introducing online collaboration, social tools for business"