Social media adoption curve

A while back I read a report from Gartner which outlined three phases of social media adoption – denial; don’t ask, don’t tell; embracing. It made the assertion that the mid stage – don’t ask, don’t tell – is the most dangerous place as organisations hadn’t banned social media (therefore couldn’t stop worrying about it), nor had they embraced it (so they weren't getting value from it). However, I feel there is an additional step between stage two and three, which I call ‘reality/recoil’. This is characterised as a knee jerk reaction once the organisation is on the way to acceptance. I think this moment is short term and transitory and comes when the reality of the change becomes clear to individuals and they start to realise there are implications that will affect both them as individuals and their organisation.