said 5 months ago:
Even if your boss “makes” them, their participation will be minimal.
I wouldn’t worry about those people. I’d get the people who are more interested involved.
If you can somehow show that the sales members that get involved with social media get more leads (maybe through stats, maybe through an anecdotal story of being requested b/c they liked a blog post or FB update), then the others will follow.
Find–and work with–your champions. If social media does help them get more business then others will get on board, or be shown the door.