Abstract
The need to analyse the scope and variety of HEIs' digital footprints became clearer with the introduction of web ranking initiative. Our previous study highlighted the need for HEIs to assess their past web ranking performances to ensure the promotion of the already acknowledged academic mission (teaching, research, and transfer). Having observed significant variations in the web ranking performance of Malaysian HEIs (especially those whose performance is expected to be at par with other high performing institutes), and most web ranking studies highlighting the need for scholars to have significant web presence, the present study was conducted to explore the views of Malaysian HEIs' academics on web ranking. Interviews and surveys were used for data collection from purposively and randomly selected academics. The findings of the current study suggests: 1) the need to communicate and getting the buy-in on the importance of web ranking performance; 2) the need to develop appropriate policies and infrastructure; 3) the need to take strategic view of web ranking performance as a long-term promotional tool.
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