If you really want this "social media thing" to be a way of working, then each person needs to pick up the tools and figure out how the tools make sense for THEM. Sure, you can do training, and introductions, and have the early adopters show others how they use the software. In the end, though, people have to choose to switch because it makes sense for them.
Twitter pointed me to a great article on How to work with "stupid" people by Jason Crawford. He's answering the belief that "people are stupid" with a wise redirection: maybe we don't understand them.
John Hagel spoke this evening about his new book, The Power of Pull, at the Berkman Center. I took a boatload of notes and this is the result of that.