This video cracks me up. It's a product video for a treadmill that "walks/runs" the streets while you're treading on it. Because apparently it's too hard to just walk or run ON the street. Instead, we need a tool that does the same thing as walking or running, but is heavy, clunky, hard to turn and makes you look like an idiot.
This is what we do sometimes when we try to incorporate social media into learning and work without thinking through the work process and how it feels to the learners. We impose a clunky tool on top of a process rather than redesigning the process so that using the tool feels as effortless as running. Then we're shocked when people don't adopt the new tool.
The next time you're tempted to throw up a wiki, join a social network or set up a blog without really thinking things through, remember the SpeedFit Treadmobile and think again.