a practical web governance framework
DESCRIPTION
Issues with Web Governance loom large in many organisations. But confusion about how to structure Web Teams means it is ignored - often to great cost. This must stop! Find out how to create a Web Team for a site of any size.TRANSCRIPT
by Shane Diffily
A Practical Model of Web Governance
Web Governance is the discipline that describes how to manage a website in a controlled & orderly way.
At its most basic, Web Governance can be described in terms of just 2 components. These are…
Governance Activities
These describe everything you must do to manage a website effectively.
Governance Resources
These describe everything you must have to support the above activities.
These 2 components apply to ALL websites, no matter how big or small they are, or what they are about.
The only thing that changes is the granularity & sophistication by which they are implemented.
The way you recognise differences in granularity & sophistication is by measuring the Scale of your website.
Scale is a measure the Size, Busy-ness & Complexity of your site. These are defined as…
Size Size is an estimate of the total effort needed to expedite core site operations, e.g. maintenance & development.
Complexity Complexity is a measure of the sophistication of the content & other technologies used on a site, including hosting.
Busy-ness (Activity)
Busy-ness is a measure of online engagement based on the metric of Unique Visitors.
Note, it is also common to find sites of Mixed Scale, e.g. a site that requires lots of maintenance & has a complex architecture - but is low in visitor activity.
See http://www.diffily.com/articles/websitescale.htm for more.
In rough terms, most sites can be described as being Small, Medium or Large in Scale, for example…
Governance Activities + Governance Resources + Website Scale = A Model of Web Governance…
How it works
Example #1
Example #2
PS - Scale is also a benchmark that allows you to compare your website against any other, no matter what it is about. For example…
Note: Even though these sites are from 2 very different industries - because they are of the same Scale - they will inevitably share many of the same characteristics of Web
Governance, incl. team skills, staffing, etc.
2 sites of the same
scale
Macmillan Cancer Charity = Mid-Scale BHS online retailer = Mid-Scale
Most Web Governance questions are about People, so let’s see what it means…
The Governance Resource “People” is composed of 3 elements…
Skills What type of expertise do I need to carry out all Governance activity?
Manpower How many staff &/or contractors do I need to complete all Governance activity?
Team Structure
How to I organise my people - & how do I allocate roles & responsibilities?
Skills The same core skills are seen again & again on all sites, chiefly Design, Code & Content.
Manpower This sequence shows how core skill requirements evolve & become more
sophisticated as a site grows in ‘Scale’.
Manpower Manpower grows as Scale grows, in order to complete activity & deliver specialist tasks.
1-2 FTEs
8-12 FTEs
+/-20 FTEs
FTE = Full Time Equivalent
Skills What type of expertise do I need to carry out all Governance activity?
Manpower How many staff &/or contractors do I need to complete all Governance activity?
Team Structure
The “right” team structure is exceptionally difficult to pin down – but there are some emergent patterns.
A Small Scale Team typically
has a small number of web
generalists organised into an
informal structure.
This team can easily get by with Freeware tools, informal processes and a small budget.
Web Team for a Small Scale Site
This team also requires tools, documented procedures, formal meetings, fairly big budget, etc.
A Mid-Scale Team typically has
several specialist staff organised
into a formal structure.
Web Team for a Mid Scale Site
This team requires expensive tools, documented procedures, formal meetings, big budget, etc.
This team also requires tools, documented procedures, formal meetings, fairly big budget, etc.
A Large-Scale Team typically
has many specialist staff
organised into a formal structure.
Web Team for a Large Scale Site
This team also requires expensive tools, documented procedures, formal meetings, big budget, etc.
Compiled by © Shane Diffily
Shane is the author of The Website Manager's Handbook, the first practical guide to Web Governance. Shane has also been published by the respected online design journals A List Apart and SmartInsights.com. Recently he has contributed to a new paper by Forrester Research on the subject of Digital Governance (release Dec 2012).
For FREE Web Governance downloads & more, visit www.diffily.com