Many moons ago I wrote “Social media adoption happens one conversation at a time, and for their reasons not yours.”
This is true for all change where you require other people to behave differently. They need to have understood what is proposed at a personal/conversational level and seen what is in it for them.
Neither corporation wide hard sell, nor being told they “have to” work. Both of those, even if in the short term they appear to have brought about the desired changes in behaviour, invariably provoke a reaction and can even in some cases can shift things into reverse.
If you want to really bring about change you have to take the time and effort to treat people with respect and give them good reasons why it makes sense for them to do what you are asking of them.
Not many people charged with bringing about change have the necessary patience.