#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 professionals LibrariansWeb professionals 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 CMSStatic pagesApplications Prospectus Student applications Events booking Library catalogue Institutional Repository Web 2.0 apps and services Multimedia streaming

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 and potential and provide those students 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 overhead Susan Farrell