Build it and they still won’t come

Anyone who has watched ‘Field of Dreams’ – a sentimental, modern fantasy classic with a unique depiction of Americana – will remember the phase

“If you build it, he will come.”

Many people apply the same logic to Intranet pages. If you build the site the user will visit it. Well, the truth is he/she may not even be able to find it! Just building a site is not enough.

In the film, Ray Kinsella (Kevin Costner) also hears other ghostly, cryptic message, including “Go the distance.”

Going the distance in terms of Intranets means having a full programme of adoption to run alongside the site. This can take many forms. Below are some ideas:

  • daily email notifications
  • cross links with other relevant content
  • writing the content for search
  • using key search phases
  • newsletters highlighting the site
  • links on email signatures
  • Advertisements

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