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

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