Adoption strategy for internal social media?

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If it is an INTERNAL system you need to set up incentives otherwise you are “competing” against social media networks. I mean you need to see that people should spend their time working for you and gathering the feedback you want from needs to be done with an minimum of time effort for them.

Social media networks work great, but you need to TUNE into THEM, not create a new system.
The way people succeed with marketing inside social media is to use and utilize Facebook, Twitter and MySpace for their communication. As a company you would want to use them to broadcase your message about your services and offers without being “advertisy”.

The “Internal” concept you mention I do not get: you dont want to spend people “socializing” within your company, but get their work done. Create a system where people can look up questions about work flow, or things that will help them to earn a raise, save time, work faster and be more effecient.

Maybe you should look into applying Simpleology into your system?

This is a proven system to increase the efficiency with employees as well people personally.

Some of our clients use screensaver messaging to raise awareness of internal social media channels and discussion underway. Eg an image of the CEO with a pen to
notify staff that the CEO has updated his/her blog. Staff can simply click the image to view.

Also, teasers in the internal newsletter can help – feature highlights to stimulate interest and encourage participation.

RSS updates on scrolling desktop tickers are useful too. Internal Communicators can filter and push out important updates to targeted employees, either as an aggregated summary or as scrolling headlines on the employees computer screen.

It may also help to seed content to get conversations going.

Good luck