Herding Cats web governance in higher education mark a. greenfield
Mark Greenfield Higher ed web professional, consultant, keynote speaker, futurist, uwebd overlord, lacrosse coach, tennis player, music lover, dog rescuer markgr. com twitter. com/markgr delicious. com/markgr www. linkedin. com/in/markgr
markgr. com/heweb 11
All persons, living and dead, are purely coincidental, and should not be construed
True or False Most college web sites are bad?
University Website xkcd. com
It’s Not Our Fault (most of the time)
Higher Education: the toughest gig in all the web mark a. greenfield
Progress on college campuses is measured in geologic time
Without Web Governance
The web is thought of as a collection of micro-sites rather than a single entity. Academic departments and administrative units think they have their own sites rather than being part of a larger web presence.
The Entire Site Matters!
Usability suffers because visitors expect a unified web presence and instead find a site that is graphically diverse and difficult to navigate.
There are no articulated, measurable goals making it difficult to measure the ROI of web efforts.
With everyone doing their own thing, there are resource inefficiencies result in wasting time and money.
The Tipping Point • The web is now mission critical • Higher Education is Getting Flattened
Flattened When the impact of the internet and globalization render and industry unrecognizable, and in many cases, obsolete
“Most institutions can no longer afford to be what they’ve become”
44% believe that waste and mismanagement significantly factor into increasing college costs
Moving Forward
the two things that get the attention of senior management
Web Governance Deciding who gets to decide
Hi. PPO HIghest Paid Person’s Opinion
Decisions must be based on expertise, not power
True Web Governance • Establishes authority and accountability
True Web Governance • Establishes authority and accountability • Defines the role of all campus units as it relates to the web and establishes how they will support web efforts
True Web Governance • Establishes authority and accountability • Defines the role of all campus units as it relates to the web and establishes how they will support web efforts • Involves senior leadership
True Web Governance • Establishes authority and accountability • Defines the role of all campus units as it relates to the web and establishes how they will support web efforts • Involves senior leadership • Involves line management
True Web Governance • Establishes authority and accountability • Defines the role of all campus units as it relates to the web and establishes how they will support web efforts • Involves senior leadership • Involves line management • Is not a one-off process
The Web Is Not a Project
If there is no benefit in following a policy or consequence for violating it, it becomes nothing more than an institutional artifact.
Web Governance Artifacts • • • Formalization of Authority Web Strategy Web Standards Resource Allocation Project Prioritization Web Metrics
Why do you have a website?
Institutional Strategy Communications Strategy Content Strategy Web Strategy IT Strategy Social Media Strategy
campus committees = legal hostage situations
IT or Marketing
let there be web divisions
Concluding Thoughts
Concluding Thoughts
Web Governance Is Your Friend
Most colleges address web quality by redesigning their site or investing in infrastructure when the real problem lies in the management practices.
we’re going to undermine the underminers
The Key to Success
Leadership
Management vs. Leadership
“There is nothing so useless as doing efficiently that which should not be done at all. ” - Peter Drucker
graduate from a production shop to a strategic shop
2011: The Year of Web Governance (in Higher Education) #hewebgov
Thank You mark a greenfield markgr. com twitter. com/markgr delicious. com/markgr
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