I have a 16-year old daughter and let's just say that parenting her right now is . . . challenging. Apparently most things in the world are not meeting her expectations, particularly her relationships with the people around her. The other day she was complaining about someone she babysits for and how this person expects her to be infinitely available. I tried suggesting some ways to deal with the situation, but my daughter was having none of that. Apparently she preferred complaining about the issue to actually resolving it. After several frustrating minutes of conversation, I ultimately gave up. I couldn't take the resistance.
It got me to thinking about how this is a pretty human situation, especially when I'm dealing with trying to help people do things differently in their work lives. They have pain, they feel it and know that there's probably a better way to handle their work. But they just haven't reached the point of actually wanting to DO anything about it. They're better at thinking up reasons why they can't change than they are at thinking through how they could deal with the situation. Usually these reasons have to do with lack of time or lack of training or a boss who isn't supportive--all things that are supposedly "out of their control." This only adds to their belief that they're helpless in the face of what they're experiencing.
I know from my personal time in counseling that if you aren't ready for change, then all the arguments in the world aren't going to make you do things differently. Logically you know that something has to give, but emotionally, you can't make the commitment. You have to hit that point where you can't take the pain of your old situation anymore before you're willing to really consider ways to change it. You have to feel that pain viscerally. There's a little "click" that you feel inside, a sort of going over the edge, "I have nothing to lose" moment when you decide that change must happen. THEN you're ready.
I think that's the situation for a lot of people when it comes to social media. They haven't yet reached their personal turning point. Until they do, all of our wonderful ideas and strategies for change mean nothing--they are simply something to resist. We have to recognize that and be patient. That moment WILL come, but until it does, we can only let people know that we're here when they're ready.