We’re going low-tech on the Brilliant Blog to revisit a simple rule of employee communications:  Just because you build it and launch it doesn’t mean your employees will use it.

I’m reminded of this when conversations with clients turn to the use of internal social media (ISM). Many companies we speak with do have some form of ISM platform currently in place, but it’s often not being utilized effectively, if at all.

Data from our own award-winning Employee Experience Study, a survey of hundreds of Fortune 1K employees on the key moments that drive employee engagement, indicate similar challenges across many organizations. While almost 70 percent of employees have access to some form of ISM platform, less than half are actually using it, and only 1 in 10 say they use it “a lot.”

Yammer, Chatter, 15Five – there are plenty of interesting digital, social platforms available, but introducing them is only step one. Our research indicated that the primary reason employees don’t use ISM platforms is because they don’t feel they have enough time. Translation: they don’t see the value, which means we as communicators still have work to do.

A new ISM platform does not equal employee engagement. And this is where an old-fashioned, solid communications strategy comes into play. Some tips:

• Start with a plan built on your objectives. How will adopting this new ISM platform benefit employees? Your communications plan should focus on conveying those benefits from the start.
• Build anticipation. Let employees know you’ve got a new solution in the works and when they can expect to see it – preferably in the form of a creative preview.
• Communicate the launch. People are busy, and repetition is key. Look for multiple opportunities to let employees know the new communications platform is available.
• Get leaders on board. Employees will be more likely to follow suit.
• Keep talking. Adoption won’t occur overnight.  Your communications plan should also include a long-range timeline and actions to continue driving traffic and usage.

Have an ISM success story? Share it in the comments below!