Most social media initiatives by the organizations collapse because they lack well-crafted and compelling purpose. This is despite the fact 70 percent of organizations employ social technologies, according to research firm Gartner.

The study says that they have only 10 percent success rate they follow a worst practice approach of "provide and pray".

"Without a well-crafted and compelling purpose, most social media initiatives will fail to deliver business value," said Anthony Bradley, group vice president at Gartner.

"This provide and pray approach provides access to a social collaboration technology and prays something comes good of it, like a community forming and participants' interactions naturally delivering business value. As a result, this approach sees a 10 percent success rate, and the underlying reason is usually that the organization did not provide a compelling cause around which a community could form and be motivated to provide their time and knowledge. In other words, purpose was lacking."

To overcome this problem the study suggests that the organization should understand the value of participation.

“The purpose should naturally motivate people to participate. This is the "what's in it for me" characteristic. Users should easily grasp its importance and the value of participating” it said.

Then the purpose must resonate with enough people to catalyze a community and deliver robust user-generated content. The best communities are heavily unbalanced in their two-way approaches, meaning that the community contributes far more content than the supporting enterprise. Find out how powerful the purpose is for drawing in significant numbers of people and contributions.

Gartner's research into the social collaboration efforts of more than 1,000 organizations has identified several prominent patterns. The most apparent was that social collaboration initiatives that have a clear and compelling purpose from the outset tend to succeed. While this may seem obvious, the vast majority of organizations treat collaboration as a platform decision, rather than a solution to a specific business problem or a route to a desired outcome.

Enterprise architects can help an organization evaluate the relative strengths of purposes and sequence their integration into a social collaboration initiative.

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