Chapter 17 discusses the broad phases of adoption, from the small, select group of “core member” (phase 1), to the “critical mass” (phase 2), to the last two phases of mainstream and sustained adoption.

Using a business scenario of your choice, choose one of the four phases and discuss the specific issues that would be faced by that business at that phase in the social media adoption process. Be very specific in your discussion (for example, size of the business, the social media service, whether it is a customer-facing or internal-facing solution, or others). Feel free to draw upon change management literature for additional background (approximately 500 words).