Chrissy Clary

ponder. conspire. digitize.

Category: Strategy (page 2 of 2)

The power is in the connection

There are few things less stressful than being on deadline and unable to reach a source. As I frantically tried to dig up Ned Harper’s phone number so I could finish a story I thought what the heck let’s try Facebook.

I found Harper and shot off a quick urgent message. In less than two minutes my phone rang.

The power of the Internet is not in the technology or the wires it is in the immediate connection of humans.

It was obvious by the overwhelming turnout at a social networking workshop held over the summer, presented by the Small Business Development Center, that the Internet is rapidly changing the face of local business. There is no question about if a business should participate in social media, it now it is a matter of how.

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Who is the web site manager and what do they do?

Prior to developing a new website it’s important for leadership to devote adequate, professional resources to the project. “The Internet is by far the most important medium in the lives of consumers, but companies continue to under invest in their online marketing efforts (Digital influence Study, 2008).

In Production: During the development of a site a skilled manager will act as liaison to the IT department as the team develops the site architecture and physically constructs the site.

To supervise this aspect of the project the site manager must have a strong understanding of the technical aspects of web development, site usability and search engine optimization practices.

Content Management: Once site construction is complete the site manager’s role may change to content manager. Much like a managing editor in a newspaper newsroom, the site manager will decide what stories should be featured and promoted.

To perform this function the site manager will need to have strong writing and editing skills, and a good sense for what stories are timely and newsworthy.

Site monitoring:  The site manager will also shoulder the responsibility for monitoring the success of the site using metrics. Mmetrics will indicate the amount of traffic on a site or a particular page of a site, and the flow of users as they use the site. Monitoring site metrics will assist the manager in identifying areas needing process improvements. Low metrics can indicate that the site has poor usability, bad content or is being inadequately marketed.

The site manager will need to have a strong understanding of web analytics, what the numbers indicate and how to make technical or content adjustments as necessary.

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