Managing and growing a cultural heritage web presence : a strategic guide / Mike Ellis.

Format:

Book

Author/Creator:

Ellis, Mike, author.

Language:

English

Subjects (All):

Cultural property--Internet marketing.

Cultural property.

Web site development.

Branding (Marketing).

Physical Description:

1 online resource (xix, 217 pages) : digital, PDF file(s).

Place of Publication:

London : Facet, 2011.

Language Note:

English

Summary:

In today's hectic and challenging world of website management, it is increasingly important for cultural heritage institutions to make the most out of their presence online. No longer is it enough to maintain a single site; nowadays, the environment is fragmented and complex, made up of a multiplicity of social media presences all intermeshed in subtle and potentially confusing ways. One of the best ways of dealing with this environment is to put strategic thinking at the core of the solution. This allows web stakeholders to take control of their web presence in a holistic way and from there begin to shape and grow it in powerful, measurable ways. This timely book provides a complete guide for any institution looking to build or maintain a cultural heritage web presence. Peppered with examples and case studies of current practice from large and small cultural heritage institutions, it advises administrators and website managers on the best strategic approach, as well as offering hints and tips on best practice. The chapters cover: evaluating what you have now; building a strategic approach; content; marketing; policies and guidelines; traffic and metrics; the social web (Web 2.0 ); the website project process; away from the browser; and, bringing it all together. Scattered throughout the text can be found references to an accompanying website to this book. This offers examples, templates and other downloadable information which the reader will be able to adapt for the needs of their individual organization. This essential book offers valuable, readable and above all practical guidance on how to make a cultural heritage web presence work, both for smaller institutions who are running their website on a shoestring and for larger ones who have more extensive resources at their command.

Contents:

Machine generated contents note: 1. Evaluating what you have now

Introduction

web today

Who is online and what do they do?

internal context

Summary

References

2. Building a strategic approach

What is a web strategy?

What should a strategy cover?

Structuring your strategy document

Evolving your strategy

web strategy team

Regular strategy reviews

Reference

3. Content

Managing content

Content outside your site

Staying informed

Syndicating content

4. Marketing

From `site' to `presence'

Search

Offline marketing

Online advertising

5. Policies and guidelines

Policies, procedures and guidelines

Social media guidelines

6. Traffic and metrics

Measurement techniques

Metrics software

What should you measure?

Metrics definitions

Watching your metrics

Reporting

Other metrics

Dissemination of KPIs

changing face of metrics

7. social web (Web 2.0)

What is `the social web'?

Why social media?

Choosing when (and when not) to use social media

Developing a social media strategy

Social media channels

challenges of the social web

Risks and mitigation

8. website project process

Project phases

Writing a website brief

specification

Working with external agencies

Project start-up

Budgeting

9. Away from the browser

Open Data

Mobile

10. Bringing it all together

Ongoing feedback

Summing up.

Notes:

Title from publisher's bibliographic system (viewed on 05 Jul 2018).

Includes bibliographical references and index.

ISBN:

9781856049153

1856049159

OCLC:

836864309