Now this is a question that has bothered me for some time and has caused me to question the validity of my job.
I want to ensure that my councils websites is one which can benefit and deliver efficiencies for the organisation and one which provides services and information for our customers. A simple vision but one which is way out of my scope as a web manager.
I of course have influence on aspects of the website, style, tone, design (although branding is more important). But when it comes to range of services and what people really want to do in terms of performing tasks, this is something that a service manager needs to be engaged in and needs to decide whether they wish to spend their service budget on a channel that for some is still unknown. When we don’t have huge amounts of information about the types of online customers we have and serve.
My dilemma and perhaps cause for confusion is that the web is too broad an area to be managed by just one person, a web manager and their team.
When the web is in fact at the heart of a range of existing disciplines in the council.
- Technology and Innovation – we are perhaps fortunate that our corporate ICT function has a team of Enterprise Architects who are there to look at the strategic business architecture which would include the web, but also looks at the latest innovations and how they can support and deliver business benefits, web 2.0 is one area that this team will look at.
In terms of operational web development, this is provided by our in-house development team who do the actual programming etc.
- Content (text, image, video, audio etc) – for me this the bread and butter of websites and is mostly driven by communications and marketing people across the council, but also involves web editors and publishers. what we need here though is a content strategy which highlights all content amd which channel it needs to be delivered to. This is wider than just websites
- Information Management (metadata and taxonomy) – This is the field of information specialists and we also have a tool which helps us tag our pages with correct metadata and contributes to the taxonomy management
- Services (what people come to do – the tasks!) – this has been the drive of eGovernment for the last few years and continues to be the main focus of websites now, but it driven by customer services and service managers looking to provide alternative channel of access for services. But we need to put the right service in the right channel if they are to be used.
- Design – last but not least, a visual framework by which people navigate, search and perform information and search requests. This is a design function and in terms of framework is easy to manage but overall design needs to compliment the organisational brand, a communications and marketing role.
How can a web manager truly manage all of those aspects to ensure that the website as a whole develops consistently and in a usable way. They would need to be multi-disciplined and have a wide range of knowledge or they focus on one area and do that well.
It maybe that what we need is effective governance and key people from each specialist area to ensure that we can deliver a multichannel approach. Not to cut myself out and sell myself short, i have managed to do elements of this co-ordination for the past 4 years, but that is all it has been – “Co-ordination”, it has not been about truly managing the website as a strategic platform for business and staff. Perhaps my dilemma is that iu ahve outgrown my role instead of it out-growing me.
The web needs to be mainstreamed into everyday business thinking and when that happens you won’t need a web manager as it becomes part of how we work. However you will need all those specialist areas to focus on the wider picture.
I could be tempting fate but stating such things but this is my dilemma, i welcome your thoughts