Managing and Growing a Cultural Heritage Web Presence

A Strategic Guide
1. Auflage 2011
ISBN: 978-1-85604-710-4
Verlag: Taylor & Francis

Buch, Englisch, 240 Seiten, Format (B × H): 156 mm x 234 mm

Readership: Essential reading for those who are single-handedly trying to keep their site running on limited budget and time as well as those who have big teams, large budgets and time to spend.

This book provides a complete guide for anyone looking to build or maintain a cultural heritage web presence. Peppered with data and case studies on current practice from large and small cultural heritage institutions, this book advises the reader on the best strategic approach, as well as providing insight into how key institutions manage their websites, and hints and tips on best practice. A companion web site provides template downloads and other up-to-date information including links and white papers.

Key sections include:

- Evaluating what you have now
- Content
- Outside your site: RSS, syndication, API's
- Building a web strategy
- Web policies
- Traffic and metrics
- Budgeting
- The Social Web (Web 2.0)
- Re-development: the website project process.

Zielgruppe

Professional Practice & Development

Autoren/Hrsg.

Ellis, Mike

Fachgebiete

• Interdisziplinäres Bibliothekswesen, Informationswissenschaften Bibliothekswesen, Informationswissenschaften, Archivwesen
• Interdisziplinäres Wissenschaften Wissenschaft und Gesellschaft | Kulturwissenschaften Museumskunde, Materielle Kultur, Erinnerungskultur
• Wirtschaftswissenschaften Betriebswirtschaft Management

Inhaltsverzeichnis

1. Evaluating what you have now Introduction The web today Who is online and what do they do? The internal context Summary References 2. Building a strategic approach Introduction What is a web strategy? What should a strategy cover? Structuring your strategy document Evolving your strategy The web strategy team Regular strategy reviews Summary Reference 3. Content Introduction Managing content Content outside your site Staying informed Syndicating content Summary References 4. Marketing Introduction From ‘site’ to ‘presence’ Search Offline marketing Online advertising Summary References 5. Policies and guidelines Introduction Policies, procedures and guidelines Social media guidelines Summary References 6. Traffic and metrics Introduction Measurement techniques Metrics software What should you measure? Metrics definitions Watching your metrics Reporting Other metrics Dissemination of KPIs The changing face of metrics Summary References 7. The social web (Web 2.0) Introduction 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 The challenges of the social web Risks and mitigation Summary References 8. The website project process Introduction Project phases Writing a website brief The specification Working with external agencies Project start-up Budgeting Summary References 9. Away from the browser Introduction Open Data Mobile Summary References 10. Bringing it all together Introduction Ongoing feedback Staying informed Summing up Bibliography

Über Autor(innen)

Mike Ellis