That’s a good question that many of us are afraid or unable to answer. That being said, I’ll propose one methodology for analyzing this question. I think it’s fair to say that the majority of the organization rides together, like a swarm of bees. We can make generalities about the enterprise population in order to determine where they stand on certain things. For example, I can survey my employee group and note that 89% drive to work. While 11% work from home, ride share, or use public transportation, I can still summarize that the majority of the population fall under the first category. I can then offer products and services to those that drive to work since that where my biggest bang will occur. Take a look at the following diagram and note where the majority of your employees fit into the model when thinking about Web 2.0 technologies within the enterprise.

If we randomly selected 10% of the employees and the result is that 90% have never heard of social software or don’t understand how it can be used then you can place the corporate marker all the way to the left side of the bar. On the other hand, if we have a majority of people using the product portfolio in the basic mode or utilizing the base functionality then we can place our mark toward the middle. Perhaps, the majority of users are really mature and we have replaced the Intranet and internal business processes with automated collaborative tools then we could place our mark to the right. The important point is to know where in the model you sit so you don’t waste time doing things where the value will have a minimal impact. Clearly, if you have moved beyond the point where the majority of users have never heard of you, then you don’t need to spend time on awareness programs. On the other hand, if you have very poor awareness numbers then you don’t need to spend time on advanced functionality. The organization just isn’t ready.