I think we all recognize that successful web strategies cannot be achieved by technology alone. But we also need to realized that they cannot be achieved by the Public Affairs team and that they will not be brought about by the IT department. Although these efforts often get placed in one or the other of these departments.
Public Affairs and IT are two very necessary, and equally important, parts of any organization – however what we need is the person (or dept) to unite the efforts and responsibilities of each in order to make them most effective on the web. This person or department is charged with understanding the goals and limitations of both public affairs and IT, to unify their purposes and strategies – with neither taking precedence over the other. This is a huge job, but it’s a necessary one.
Components of Web Management:
–Identify key themes and messages, recommended topics – from search analytics, web analytics, web conversations (both on an off your site), from mgmt goals, etc.
–Define content purpose (i.e., how content will bridge the space between audience needs and business requirements)
–Perform content gap analysis,
–Define metadata frameworks and related content attributes
–Manage site search – internal and external (SEO) – make content findable
–Manage IA – make content findable
–Manage organizational content not on the organizations web site (e.g. twitter, facebook, etc.)
–Define, support and enforce rules of content creation, publication and governance on the organization’s web site and externally.
I’m sure that all of these activities take place at all organizations (at least to some degree) – but do they happen in the same office? If they do, I’d love to hear more about it. Especially if any of you have web management offices that oversee all other offices (including public affairs and IT)?