#P2 - Are web managers still needed when everyone is a web

‘expert’?Susan Farrell

Susan Farrell Consulting Ltd

We’ll look at…

• Why web managers are not valued.

• Who are these web experts?

• Do we need recognised qualifications?

• How do we show the value we add to the Institution?

What is the perception of ‘web people’?

• Techies in a cellar or higher profile?

• Are staff and students aware of what will happen if you’re not there?

• Does the VC understand your role?

Who are these web experts?

• Indispensable • Have the ear of the

senior management• No respect for skills• Hunt in packs

Librarians v web professionalsLibrarians Web professionals

Organising information so that it can be found easily by users

Organising information so that it can be found easily by users

Classification of resources to provide structure

Information architecture – provides structure to web resources

Cataloguing resources to facilitate searching

Adding metadata to facilitate searching

Updating users on new resources

Updating users on new content

The complexity of the web is not visible

• Out of sight is out of mind!

Undermining of web professionals

• User research / usability testing

• Writing for the web• Design• H1 headings• SEO• Metadata• Information architecture• Search

From webprofessionals.org

The consultant knows best…

• If you pay a fee for an opinion it must be better than one you pay a salary for!

What is a web professional?

• Broad range of skills and experience

• Softer skills less recognised

• No set qualifications• Skills being absorbed by

other roles.

?

There’s more to it than meets the eye

Website

CMS Static pages Applications Web 2.0 apps and services

Multimedia streaming

Prospectus Student applications Events booking Library catalogue InstitutionalRepository

There goes my reputation!

• Heinz 57 website• Missing, duplicated,

inaccurate content• Site structure falls apart• Stakeholders not involved• No standards• Lots of different

technologies

Web at the heart of the business

• Streamlining processes• Making tasks quicker to perform• Connecting business applications• Enabling fast access to resources• Personalised access

Promote yourself

• Audiences• Messages • Methods

Audiences

• Senior management• Advisory Board / Working Group• Web strategy / business case• Others in the Institution

….but management changes!

Messages

• Contributing to a successful Institution– Meeting objectives– Enhancing its reputation– Adding value ‘We will attract the very best

students in terms of ability andpotential and provide thosestudents with a world-class learning experience’

Helping the whole Institution

• Marketing - prospectuses• Public Relations – internal

and external communications, online branding

• Development - fundraising• Alumni – social networking• Admin – online forms,

online payments• Departments – elearning,

current student communications

From webprofessionals.org

Getting recognised

• Staff– Community of interest– Briefing sessions / seminars– Training the ‘experts’

• Senior managers– Web strategy– Briefing notes– Get involved in committees

A professional body?

• Represent the interests of the members of the professions

• Set and maintain professional standards• Provide accredited qualifications• Members have chartered status• Promote public understanding• Facilitate networking of professionals

…but what is a web professional?

So…Are web managers still needed when everyone is a

web ‘expert’?

Yes, but we need to promote ourselves and…be part of the solution in our Institutions,

not part of the overheadSusan Farrell

susan@farrellconsulting.co.uk