Managing higher ed web sites

Abstract

A variety of models exists for managing college and university web sites and it is common for these models to evolve over time. The need for timely web updates, consistent look-and-feel, web-enabled applications, and institutional branding have resulted in major web management changes for Central Missouri State University (Central) over the past 5 years. This paper addresses the need for content management, examines the past models Central has used, and its current practices.Prior to 1999, all content to be displayed on Central's public web site was first sent to the web editor, an employee of the Public Relations department. After reviewing and editing the information sent to him by the content providers from the various offices and departments, the web editor then used Microsoft FrontPage to publish the material to Central's web. Information Services, and particularly the webmaster, acted solely in a technical support role. See Figure 1.As the demand to put more information on the web increased, the web editor was no longer able to keep up with the flow of new information, and also to develop all the new sites required. The backlog of site development and content became quite severe. In late 1999, the President and his cabinet mandated a change of policy. From that point, each department or office was responsible for posting and maintaining its own web presence, including content and design. Neither content nor new sites were required to be approved by a web editor. This model is illustrated in Figure 2.This shift required that a number of users be trained to use HTML editing software, primarily Microsoft FrontPage and Macromedia Dreamweaver, and for Information Services to step up its role in supporting these users. In addition, Information Services employees, including the webmaster, a web designer, and a technical documentation specialist, became responsible for the university's home page and a number of other university-wide sites.In late 2002, there was a realization that this dispersed method of managing web sites was not providing a unified brand for the university web presence nor was it enhancing the university's marketing efforts. In addition, no processes existed for monitoring content, checking for outdated information, providing consistent navigation, or designing high quality graphics. At that point Central contracted with a web consulting company to redesign its web site and to make recommendations on its web management structure.