Subject Classification
Reader Feedback
Subscribing
Unsubscribing
2006
2005
2004
2003
2002
2001
2000
1999
1998
1997
1996
Books by
Gerry McGovern
Content Critical
Gaining competitive advantage through high-quality web content
The Web
Content
Style Guide
The essential guide
for online writers, editors and managers
May 19, 2003
Are you in control of your website?
By Gerry McGovern
A surprising number of websites are not being properly managed. A particular area of concern is content quality. Many managers have not put professional publishing procedures in place. They do not know what is being published on their websites. This is an unacceptable situation.
Jayson Blair was a New York Times journalist. Over a period of several years, he fabricated stories, pretended he had talked to witnesses and visited crime scenes. He was a liar and a cheat. The New York Times is one of the world's most prestigious newspapers. How was it conned so badly?
Have you heard the story of the Microsoft iLoo? The original story was that it was a portable toilet that came complete with a wireless keyboard and Internet access. Then, Microsoft said it was a hoax. Then, Microsoft issued a statement: "We jumped the gun basically yesterday in confirming that it was a hoax and in fact it was not." Now, the iLoo is dead, supposedly.
This is the age of mass communication—the masses are communicating. Everyone is a publisher. But not everyone can professionally publish. Some are awful writers. Some don't have their facts correct. Some are liars and cheats.
The vast explosion of publishing on the Web has seen standards slip dramatically. It has led to an increasingly skeptical and cynical reader. A recent survey on Internet use by Pew, found that 17 percent of Americans have stopped using the Internet because they no longer find it credible or useful.
As a publisher, the first thing you need to gain is the trust of your reader. To do that you need to be able to publish content that is accurate and credible. Every time you publish poor quality content, you damage trust. Remember, trust is a fragile thing. It is easy to lose and hard to regain.
Is anybody actually in charge of the content published on your website? I frequently come across the toothless editor syndrome. Such editors do not have the authority to say what gets published and what doesn't. At best, they can recommend. Often, they are sidelined.
Publishing is a serious business. Content has consequences. What is it about the Web? Why does management so often think about the website as if it wasn't actually part of the business? People—your customers—come to your website. They read stuff. You lose or you gain credibility based on what they read.
Are you aware of all the content published on your website? If not, is someone else? Do you check all your content—at least once a year—to make sure that it is still up-to-date? If not, why not? If you can't stand over the accuracy of your content, you are not a professional publisher.
If The New York Times can hire a fraud, why can't you? Do you even have policies on plagiarism and libel? Do you train your writers on how to properly copy edit and fact check?
If you can't publish well, don't publish at all. Bad publishing damages your brand and reputation. Web publishers, it's about time you took control of the publishing process. Free-for-all publishing is a joke. Don't let the joke be on you.
Gerry McGovern
Next issue: Spam is
tip of iceberg of information overload
Previous issue:
A parable about a knowledge worker called
George
New Thinking homepage
"Knowledge is about capturing and sharing. Your workshop is a knowledge fest; well designed and very enjoyable."
Wayne Knack, Director Australian Computer Society, Professional Development Board.
More client feedback
Information on upcoming content management seminars and workshops
New Thinking Newsletter
Subscribe to this free weekly newsletter covering the role and function of content on the Web.
More info | Privacy policy
Read the current issue
If you can't publish well, don't publish at all.
Selected clients
Find out more about Gerry McGovern's clients
Home - About - Solutions - Clients - Contact - Search
Tel: +353 87 238 6136
Email: info@gerrymcgovern.com
Privacy Policy
Copyright © Gerry McGovern. All rights reserved.