To be really useful, social media has to improve the daily work of employees. Knowledge workers spend anywhere from 15%-35% of each day just searching for the right information, according to this IDC report.
So when Unisys launched "My Site" to allow employees to build their personal credentials and network of colleagues, they built a feature called "Ask Me About" that allows Unisys employees to locate experts across the organization by creating hashtags for their skills and key topics they want to collaborate on with other employees. So far, in the first 18 months, 15,000 Unisys employees world-wide (out of 23,000) have built profiles and created hashtags describing their expertise.
The article ends with an eight-element map to successfully roll out social media within your organisation, including noting the importance of enterprise-wide training in social media skills, such as social media literacy.