The document debunks common myths about social software adoption and provides realities and recommendations to consider. It addresses myths such as users intuitively knowing how to use new software, adoption being easy with early enthusiasts, and strategies directly transferring between companies. The realities highlighted include the need for continuous education, gaining pragmatist users' support, tailoring strategies to organizational context, prioritizing business units' involvement, and ongoing community management. Sustaining adoption over time also requires more than initial usage metrics and launch efforts.