The death of the intranet and the birth of (gasp!) the meme!

So it has officially been 12 years now that my love story with internal coms continues. And intranets in this story, being the backbone of internal coms, have been the ‘Coffee Day’ of frequent rendezvous in this analogy.

I think a little backstory is called for. My first internship was with i-Vista Solutions, and one of their first products was an intranet. I wrote the marketing content for it, sat with techies who patiently deconstructed the techspeak for the average arts student. My first job at ABB then had me spend massive amounts of time on CAWP – a Lotus Notes powered system of databases with a user interface that served as the intranet. Incidentally, when I came back to ABB 10 years later and saw my name under the pages ‘page created by Nandini Naik’, it felt akin to finding my star on the Hollywood walk of fame. At HP, I was part of an entire team that made updates to the intranet, for the whole of the company, worldwide. Clearly, they were already living in the future.

Then was Logica – when I fell head over heels in love with the intranet as the definitive internal coms solution. Swamped with the need to communicate to employees, give individual teams freedom to communicate, but maintain control over the messages and grammar (!), the intranet was my savior and my career launchpad. Over three migrations on various platforms, I evangelized intranet with zeal, marketed it as the win-win solution for everyone. As the responsibility of the organization, not the coms team. Had collaborative workshops with each team to understand what they wanted to say, how they could say it and what functionalities were best suited. Trained a network of ‘Intranet SPOCS’ who learned the tool, understood its value and then ran with it. It was the dream. The last migration to MOS gave us a world class, intuitive intranet that everyone was proud to own, not a tool that was part of the coms mandate. When Logica was acquired by CGI, final validation came from the fact that the intranet was the tool chosen in the integration discussions that would stay.

Now, back to the present. I met the founder of i-Vista riding a shuttle to catch a flight. They had moved away from their intranet product years ago. Hard to sell he said. I know. I ‘sold’ it internally for years.  Without a coms person crazed with evangelical zeal and armed with budgets pushing the decision from inside, it was a hard sell. Came back to ABB 12 years later, and still using CAWP, but in the process of migrating. Just saying, despite being passionately involved with intranets, I now go to LinkedIn to search for people within my own company. Met an ex-colleague who now works with a major lifestyle brand. They’ve just adopted Facebook@work. He says they only use intranet as a document repository now, and plan to communicate with employees only on FB. No need to train, evangelize, hard sell. Crowd-sourced content that can be moderated. Employee engagement at its best – through a truly social network.

Over a decade, is the writing on the wall? This love story seems right where it started, and destined to end where star-crossed lovers end up with all odds against them.

Reluctantly, I agree that Facebook is probably a better platform – easy to post, share, moderate information, balance of text, video and words, and let’s face it, fun. If you don’t have to force people to be there, that’s half the battle won. In my love story of internal coms, I must say, I have never imagined the meme rising up as an official mode of communication.

The times, they are a-changing.