New Thinking Home

  Subject Classification
  Reader Feedback
  Subscribing
  Unsubscribing
  2006
  2005
  2004
  2003
  2002
  2001
  2000 
  1999 
  1998 
  1997
  1996

• Placing blind belief in technology
• Don't underestimate change management issues
• Don't put IT in charge of the purchase process
• Not developing a proper business case
• Failing to see information as the real asset

Don’t place blind belief in technology
Technology is great but it’s not God. Right now, we’re being told that technology alone is responsible for all the increased productivity over the last five years. It contributed, as did longer working hours and more efficient work practices.

Unfortunately, too many people still have a blind belief that if you just buy the technology, you’ll solve the problem. Despite all the investment in customer relationship management software, less than 40 percent of sales executives feel that their organization collects customer data in a predictable and reliable manner. This is according to a recent survey by Miller Heiman.

Don't underestimate change management issues
Unless the people who create content buy into the content management software, you won’t have much success. Remember, the better the writer, the more techno phobic they are. What is “user friendly” to a programmer can be a nightmare to an author.

The specification of content management software should begin with the author. These are the people who will be using it on a daily basis. Unfortunately, they are often the last people to be considered.

Don’t put IT in charge of the purchase process
Content management is primarily a communications challenge. It should be managed by those with a communications/marketing expertise. IT should be involved in the purchase process. It should not, however, drive the process.

Content management is about getting the right content to the right person at the right time at the right cost. That’s a publishing challenge. An editor should be in charge.

Not developing a business case
What is the return on investment? Where will the increased productivity and profits be? “Websites often bear an unfortunate resemblance to the Balkans—no one likes how the turf has been divided, and fire fights may erupt at any moment,” states CIO magazine. “Marketing has one axe to grind, engineering has another, and that self-styled Web expert with a "C" title has yet another.”

So what does CIO propose to solve this problem? “Deploy a content management system (CMS) and stay as far away from the melee as possible.”

Failing to see information as the real asset
How can a magazine that claims to speak to chief information officers make such a ridiculous, surreal recommendation? It could only happen in an environment where information is seen as a commodity.

There is a shift happening today with regard to how IT is seen. Historically, technology has been the asset and information, the commodity. We are now seeing the commoditization of technology. Finally, information is being seen as the asset.

Technology can enable content to be more efficiently published. It requires smart people to decide what to publish, who to publish it to, how to create it, and when to publish. Technology is the commodity. Information is the asset, and people create and publish this asset.

Gerry McGovern

You are welcome to republish this article once you place the following text and link at the end of the article:

Gerry McGovern is a web content management author and consultant
 

Related articles
Writing for the Web

Next issue: Are you publishing too much on your website?
Previous issue: How to tell people what else you do on your website

New Thinking homepage
 

Email Address:

 Subscribe  Unsubscribe

Selected clients

Find out more about Gerry McGovern's clients