3 ways to persuade your boss that intranets matter

Why intranets are not viewed as an essential part of any organization, and what you can do to change that mindset.

For a long time I have waited for the intranet to get its due recognition within companies. But if most organizations are any indication, intranets have a long way to go.

Think of how important the Web has become to how we live and work. Does your intranet have the same prominence? Is it central to the functioning of your organization? If not, why not?

Over the years, James Roberston has been one of the true pioneers in the intranet space. I asked him if he thought intranets are generally neglected.

“Definitely agree! The big challenge for intranet teams the world over is that intranets are typically taken for granted by senior management, and staff in general. No one would ever consider turning off the intranet, but they are often unloved nonetheless.”

Unfortunately, I have come across many senior managers who couldn’t care less if the intranet was switched off or not. And I have come across so many staff over the years who only use the intranet as a last resort because they think it’s a big waste of time.

The only time the vast majority of intranets ever get a budget of any size is for a new technology.

“The technology landscape has changed hugely for intranets over the last year or two,” Robertson states. “I am of course talking about the rise of SharePoint as an intranet platform, but it’s more than just that. Social and collaborative tools of all sorts have made their way into organizations, alongside a range of new business tools.”

“So far intranets have responded reactively to all this, taking on new features but not supporting it with a cohesive overall vision,” he continues. “Needless to say, just changing the technology platform doesn’t mean the intranet suddenly delivers greater business value.”

Indeed. Most intranets need a new technology platform like a drowning man needs a drink of water. But the obsessive belief still persists that if we can only select the right technology, everything will be fine.

So, what is at the heart of the problem? “Intranets must deliver business value,” Robertson explains. Quite clearly, to many organizations they don’t. Why is that? Partly, it’s the way intranets are perceived. They are often seen as a giant library, a document store. How many CEOs do you know who started off as librarians?

And then there is the intranet as a giant newsletter; a place where you publish all the news that isn’t really news.

In management’s mind, the intranet is a cost to be minimized. It’s our job to persuade management that the intranet is crucial to the organization. Here are a few areas to focus on:

1. Products and services: What does your organization actually do to create value? How can the intranet help sales people sell, designers design, and support staff?

2. Finding people: It is slowly dawning on management that a modern, distributed organization depends on people finding the right people quickly and easily.

3. Processes and procedures: An organization that truly cares about quality will want standard work practices based on best practice models.

Gerry McGovern is the founder and CEO of Customer Carewords and New Thinking e-mail newsletter. Contact Gerry at gerry@gerrymcgovern.com.

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