“Unsurprisingly, top-down mandates seldom work. ‘Here is your new content management system. All content will now be published with this centralized system. Signed, The Management.’ I often found myself consulting with organizations with similar problems. ‘We spent all this time and money installing a CMS, but everyone still publishes static HTML pages. How do we force them to use it?’ You don’t, of course. As SocialText has learned, people use the simplest thing that works, and they look to their peers to find those tools.”

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