Subject Classification
Reader Feedback
Subscribing
Unsubscribing
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
September 19, 2005
Why web managers are leaders
By Gerry McGovern
The Web requires leadership if it is to achieve its full potential. That leadership will rarely be given by senior management. So that means it’s up to you.
Most websites are only now beginning to develop a clear strategy. That’s because the Web has evolved within most organizations from the ground up. Most websites began as pioneering initiatives by individuals or small groups. Rarely was the Web driven by a senior management that was truly engaged.
The Web is still new. It only began to build momentum about 10 years ago, and it wasn’t until 5 years ago that it began to go truly mainstream.
Most organizations are only now beginning to put in place processes to manage their websites. Only a small percentage have developed a clear web strategy. Even fewer measure success, except perhaps in the most basic of ways (by measuring number of visits, page views, etc.).
This is all perfectly fine. Too many of us believed the myth of the Internet month, where everything was moving with incredible speed, and if you didn’t move at that speed, you’d be left behind. Most of the entities that moved at Internet speed quickly crashed and burned.
We shouldn’t rush things. A good intranet will become an integral part of how staff will do their daily jobs. You’ve got time to get it right. A quality website will serve customers better. What’s the rush? That’s not to say that you can take forever thinking about what to do. It is to say that you need a robust plan that you won’t have to change six months down the line.
You must lead. You must put forward a vision. You must establish a roadmap for where your website should go over the next three to five years. That’s tricky, because leadership is mainly the job of senior management.
You’re in a delicate situation. You need to show leadership for your website, while at the same time not being seen to usurp the leadership of your senior managers. How do you bring them along? How do you make them feel that they are still the ‘real’ leaders?
It’s not easy, though far from impossible. You must be careful to set the groundwork for a visionary web strategy, while encouraging management to take the reins and drive that strategy (because a strategy that is not driven by senior management is rarely sustainable).
Your leadership can cause a positive momentum that senior management can then be encouraged to get behind. “What has worked for me is to figure out what is the right thing to do for citizens and then persuade people to do that,” states Candis Harrison, co-chair of the US government web managers advisory council. “You give them examples. You give them encouragement. You keep up a drumbeat for the cause of "the right thing to do". We have to see the way and then lead those who must contribute, in that direction.”
One way or another, you need to take the initiative. Create a roadmap for your website. It’s a great opportunity, both for you and your organization.
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 provides website content management solutions
Related links
Content management
See full New Thinking classification
Next issue: Crisis
management: your website can help
Previous issue: Proving to senior
management your website delivers value
Subscribe or unsubscribe
"The input we received from Gerry McGovern's Scorecard was a critical component to assessing our customer positioning and defining our work priorities for the next 18 months.”
Maurice Coleman, Head of Commercial Strategy, Aer Lingus
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
Create a roadmap for your website. It’s a great opportunity, both for you and your organization.
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.