I'm reading a lot of terrific ideas here, but they are all proposed TACTICS. Without a unifying content strategy, these tactics will inevitably be taken on as one-off efforts, which result in the same inconsistencies and redundancies that exist today. Over the years, we have all attempted to “fix” our content with visual rebrands, website redesigns, new CMS technology, rewrites, and other tactical approaches. None of ...more »
One thing I hate to see is agencies where the people managing the web don't have adequate teams and support, and may need training themselves but are spread so thin that they are forced to be generalists instead of specialists. The web should be staffed adequately, and employ modern technology (content management systems, anyone?), not be an afterthought in communication, PR and/or IT staffing needs. Sure, we need ...more »
Too often government agencies run their Web sites in an ad hoc fashion. Responsibility is given to technology staff with little public affairs experience, or vice versa: public affairs staff without enough technology knowledge. Mature digital communications requires a strongly integrated Web and New Media Operationa Team under the leadership of a senior content strategist with a budget who can provide clear roles/responsibilities ...more »
Every federal website should establish a decision making framework that addresses issues such as consistent processes, consistent tools, common capabilities, content management, content sharing, and elimination of redundency.
The government is great at creating policies, writing guidelines, establishing best processes, etc. However, there's no consistent way that those things are enforced. Some agencies are better at enforcement than others. Part of the reason some are better at it than others is because the resources to do such a thing were made available and the importance of a website as a strategic business asset have been agreed upon. ...more »
We can turn down some of the "noise" of so many websites by having empowered, professional web management at the agency level, within a communications or customer service office, who helps the whole agency to have a professional web presence. Divisions and offices should not have to build these competencies. Web strategy should be an agency function. Determinations about satellite sites should be made at that level.