Managing and growing a cultural heritage web presence : a strategic guide
著者
書誌事項
Managing and growing a cultural heritage web presence : a strategic guide
Facet, 2011
- : pbk
- タイトル別名
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Managing & growing a cultural heritage web presence
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注記
Includes bibliographical references (p. [205]-210) and index
内容説明・目次
内容説明
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.
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.
目次
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
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