They're trying to change behaviour

Shell have 6000 users of their corporate social network, Q&E and 1372 articles were posted in June but 74.3% received less than 100 views.
David Harrington showed a nice video of a Shell employee being served a succession of foods which acted as a useful metaphor to the way we often try to communicate, communicate, communicate (it also brought back fond memories for me of sponge puddings in the Shell Mex restaurant when I was working there 20 years ago.
They're trying to change behaviour by focusing on measurement, including this rather nice social engagement index: