How an insurance company created a thriving internal network

American Family Insurance was known as a stodgy company. Then it started allowing comments and even ‘dislikes’ on its internal network.

Ragan Insider Premium Content
Ragan Insider Content

Editor’s note: This story is taken from Ragan’s distance-learning portal The site contains hundreds of hours of case studies, video presentations, and interactive courses. Click here for more on this session.

American Family Insurance used to be known as a stodgy, top-down kind of company.

You’d log in to the intranet, and the approved news and messages of the day would come down from above, says Pat Miller, corporate publications manager.

Then company communicators—somewhat nervously backed by their executives—decided to try a social intranet-driven new model: The intranet would allow comments, add an employee blog, start electronic shout-outs for a job well done, and even offer staffers a “dislike” button.

“This is what people are used to doing in their real life,” Miller says.

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.