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Stop selling and start teaching

There comes a time when you just have to stop promoting a product and start giving users useable information. Don't tell them how great it is, show them. Give them practical advice, training sessions, how-to's, and system documentation. It's useable information that will ultimately win users over, not marketing.

Shift focus to users and process

When people talk about their intranets, they concentrate too much time on the tool and not enough on their users and their business processes. Being the owner of a technically advanced system means nothing if users' needs aren't met. It's the processes that help users, not the technology.

Make use of social networking tools

Many companies like to promote a strong corporate culture. Social networking tools can be used to build a sense of community and give intranet contributors and/or employees a "face".

Tailor your approach

When trying to win over your users, tailor your approach to the user type, department, workgroup, or project. You shouldn't use same blanket approach for everyone. Users will get a lot more out of information that's directly applicable to them and their day-to-day job.

Intranet owners must realize that users appreciate substance over flash. While the system might be great to look at, this can wear thin very quickly. Flash will result in an initial spike in system use, but the majority of these are going to be "one-night stands". If you want long term success, your intranet must have more than a pretty face.

Paul Chin (www.paulchinonline.com/) is a freelance writer and journalist. He has previously worked in the aerospace and competitive intelligence industries as a software developer and intranet specialist. He currently writes on a wide range of IT topics, including systems development and security, digital communications and media, content management and web design.

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