Introducing a social intranet: Six steps to successful implementation

The days of bulletin boards and one-sided email cascades are over. Companies that want to work in an agile and networked manner can no longer do without a social intranet. But software alone does not solve problems; the strategy behind it determines whether it will be a success or a failure.

Implementing a social intranet

A social intranet is more than just a tool; it is a cultural shift. It transforms internal communication from a one-way street into a lively dialogue. But how do you start such a project without getting bogged down? In this article, we break down the complex process into six manageable phases to ensure your implementation is a success.

Step 1: Needs analysis

Before viewing tool demos, you need to know why you want to introduce a social intranet. A project without clear goals (‘We want to appear more modern’) will fail.

• Determine the status quo: Which communication channels do employees currently use (email, WhatsApp, office grapevine)? Where are the sticking points?
• Set goals: Do you want to reduce emails? Improve knowledge management? Strengthen cohesion in the home office?
• Consult target groups: Involve representatives from different departments (not just HR and IT!) at an early stage to identify real needs (‘pain points’).

Step 2: Define requirements

The specific requirements are derived from the needs analysis. Create a specification sheet that distinguishes between ‘must-haves’ (essential) and ‘nice-to-haves’ (desirable).

• Functional requirements: news feed, chat function, document storage, employee directory, mobile app.
• Technical requirements: Cloud vs. on-premises, GDPR compliance, integration into existing systems (e.g. Microsoft 365).
• Usability: The platform must be so intuitive that it can be used without having to study a lengthy manual.

Step 3: Select a platform

The market for social intranets is huge. With your list of requirements, you can now screen providers.

• Longlist & Shortlist: Create a broad list and narrow it down to 3–5 favourites.
• Demos & trials: Have the tools demonstrated to you. Important: Don’t just test the functions, pay attention to the look and feel as well.
• Culture check: Does the provider fit in with your corporate culture? Does it offer good support and further development?

Step 4: Plan implementation

Now things are getting concrete. The technical setup often runs parallel to the preparation of content.

• Build structure: Define the information architecture. What areas/spaces are there? Who is allowed to post where?
• Content seeding: Never start with an empty intranet. Ensure that relevant content (news, templates, welcome videos) is already available at launch.
• Pilot phase: Test the system with a small group (‘friendly users’) to iron out any teething problems before the big rollout.

Step 5: Activate employees

This is the most critical step. The best technology is useless if no one uses it. This is where change management comes in.

• Communication campaign: Announce the new intranet in an exciting way (teasers, countdowns, launch event).
• Training courses & guides: Offer short webinars or video tutorials.
• Community managers & champions: Appoint multipliers in the departments who help colleagues and stimulate discussion.
• Role model function: Management must be visibly active (e.g. through the first blog post or likes).

Step 6: Continuous improvement

The launch is not the end, but the beginning. A social intranet is a living organism.

• Seek feedback: Ask after 3 and 6 months: What is going well? What is missing?
• Use analytics: Which posts are being read? Which features are being ignored?
• Further development: Adapt the structure to usage and regularly introduce new use cases to keep the platform exciting.