Managing and Growing a Cultural Heritage Web Presence : A Strategic Guide

ISBN-13: 9781856047104 / Angielski / Miękka / 2011 / 240 str.

Mike Ellis

Opis

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. This book provides a complete guide for any institution looking to build or maintain a cultural heritage web presence. It also includes examples and case studies.

Spis treści

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