Many social enterprise advocates reverse this order of priority, emphasizing the importance of things like empowerment, egalitarianism and engagement in creating the kind of cultural environment that enables employees to leverage social tools most effectively. As an extension of that argument, they’ll emphasize that more hierarchical and command-and-control environments are not only not conducive to social technologies, but that they’re antithetical to them. As well intentioned as these ideas may be, they’re a little bit misguided and maybe even counterproductive. The truth of the matter is that social technologies can work perfectly well in more traditional cultures because of the ways in which they can enhance efficiency and effectiveness. Especially in the short term, performance values may be the biggest drivers of adoption, so their importance should be emphasized rather than minimized.
(via The Bricks and Mortar of Digital Transformation)