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Investigation into the Investigation into the management of web management of web

content content in Higher Education in Higher Education

InstitutionsInstitutions

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AimsAims To improve HEI’s understanding of To improve HEI’s understanding of

how institutions are currently how institutions are currently managing their web contentmanaging their web content

To raise awareness of trends and To raise awareness of trends and possible future directionspossible future directions

Expand the evidence base by building Expand the evidence base by building on the previous studies – most on the previous studies – most notably by Cox & Emmott notably by Cox & Emmott

Cox, A. & Emmott, S. 2007. A survey of UK university web management: staffing, systems and issues, Cox, A. & Emmott, S. 2007. A survey of UK university web management: staffing, systems and issues, CWISCWIS, 24 (5, 24 (5 ) )

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MethodsMethods

Qualitative – consultation with Qualitative – consultation with relevant stakeholders relevant stakeholders

Quantitative – UK wide survey Quantitative – UK wide survey of HE web teams of HE web teams

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SampleSample 21 consultations resulting in 18 21 consultations resulting in 18

hours of interview datahours of interview data 134 responses to the survey 134 responses to the survey

from 103 universitiesfrom 103 universities– 66 per cent of all ‘new, post 1992’66 per cent of all ‘new, post 1992’– 76 per cent of all Russell Group76 per cent of all Russell Group– 48 per cent of all ‘old’ universities48 per cent of all ‘old’ universities

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Research findingsResearch findings The web teamThe web team Institutional issues, attitudes & Institutional issues, attitudes &

strategiesstrategies Content Management SystemsContent Management Systems End users / audiencesEnd users / audiences The futureThe future

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The Web TeamThe Web Team

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Job roles & responsibilitiesJob roles & responsibilities

Wide range of job titles, job Wide range of job titles, job descriptions, responsibilitiesdescriptions, responsibilities

Spend the most time on ‘liaison Spend the most time on ‘liaison and support’and support’

Spend least time on training Spend least time on training new/existing editors in CMS or new/existing editors in CMS or web editing’ web editing’

Web content management – as Web content management – as much to do with ‘management' as much to do with ‘management' as it is ‘web’it is ‘web’

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Size of web teams & Size of web teams & institutional positioninginstitutional positioning Web teams varied considerably in Web teams varied considerably in

function and form between institutions:function and form between institutions:– Most web teams (79 per cent) function on a Most web teams (79 per cent) function on a

university/institution-wide leveluniversity/institution-wide level– Most web teams sit between IT and marketing, or Most web teams sit between IT and marketing, or

are positioned partly or fully in one of these are positioned partly or fully in one of these departmentsdepartments

– Variety in terms of the size and remit of web Variety in terms of the size and remit of web teams can lead to confusion among members of teams can lead to confusion among members of institutional staff about what it is that web teams institutional staff about what it is that web teams actually doactually do

– Despite broad remit, most web teams are also Despite broad remit, most web teams are also rather small at their core: a team of between one rather small at their core: a team of between one and four people is the normand four people is the norm

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Web team skillsWeb team skills

‘‘All-rounder’ skills are required to All-rounder’ skills are required to function and flourish in content function and flourish in content management management

Writing ‘plain’ English might be Writing ‘plain’ English might be just as important as writing code.just as important as writing code.

Communication skills are Communication skills are essentialessential

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Web team challenges Web team challenges Stuck in the middleStuck in the middle Cultural / technological legacies Cultural / technological legacies Issues of quality & quantity Issues of quality & quantity Not enough hours in the day… Not enough hours in the day… Writing for the web is a skill Writing for the web is a skill Institutional expectations vs. available Institutional expectations vs. available

resourcesresources Institutional resistance to changeInstitutional resistance to change In comparison, updating content is In comparison, updating content is

‘easy’‘easy’

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Institutional issues, Institutional issues, attitudes & strategiesattitudes & strategies

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Provision, authorisation Provision, authorisation & ‘ownership of content’& ‘ownership of content’ Provision of web content Provision of web content

largely devolved largely devolved ……as is ownershipas is ownership ……and authorisationand authorisation How many provide content – How many provide content –

pick a number between 4 and pick a number between 4 and 1,0001,000

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Web StrategyWeb Strategy Do institutions have a Web Do institutions have a Web

Strategy? Strategy? – Evenly divided between those with web Evenly divided between those with web

strategy (44 per cent) and those without (43 strategy (44 per cent) and those without (43 per cent). per cent).

Web strategies appear to be a Web strategies appear to be a relatively recent phenomenarelatively recent phenomena

Primary aims of strategyPrimary aims of strategy– Improve user experienceImprove user experience– Consolidate and centralise websitesConsolidate and centralise websites– Present a cohesive public ‘face’Present a cohesive public ‘face’

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Web resourcesWeb resources Imbalance between levels of Imbalance between levels of

funding and institutional funding and institutional expectationsexpectations

Perspectives on funding not Perspectives on funding not entirely negative entirely negative

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SIRCPerception of the adequacy Perception of the adequacy of the funding available to of the funding available to website/ web teamwebsite/ web team

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

1 - very poor

2

3

4

5 - very good

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SIRCPerceived value of the Perceived value of the web & understanding of web & understanding of web teams in HEweb teams in HE Senior management are generally Senior management are generally

aware of the value of the web in the aware of the value of the web in the context of Higher Education. context of Higher Education.

……but have less of a grasp on the goals but have less of a grasp on the goals and objectives of the web team and objectives of the web team

Senior management now consider the Senior management now consider the institution’s web presence to be more institution’s web presence to be more important than they did five years ago.important than they did five years ago.

……but the extent to which this change but the extent to which this change in perspective was reflected in in perspective was reflected in resourcing is up for discussionresourcing is up for discussion

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Attitudes to outsourcingAttitudes to outsourcing

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

There is a preference for in-house websitedevelopment and maintenance over outsourcing

There is a preference for a combination ofoutsourcing and in-house development and

maintenance

There is a preference for outsourcing over in-housedevelopment and maintenance

Don’t know

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Content Management Content Management SystemsSystems

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CMS useCMS use

Overwhelming majority (85 per cent) Overwhelming majority (85 per cent) reported using a CMS. reported using a CMS. – Of these, over three quarters (78 per cent) Of these, over three quarters (78 per cent)

suggested that the CMS that they used suggested that the CMS that they used functioned at an institutional levelfunctioned at an institutional level

– Terminal Four most popular (20 per cent), Terminal Four most popular (20 per cent), followed by a range of in-house, bespoke followed by a range of in-house, bespoke options (13 per cent). options (13 per cent).

– Two-thirds using proprietary solutions Two-thirds using proprietary solutions – Nearly one-half (46 per cent) of current CMS Nearly one-half (46 per cent) of current CMS

users said that their system had been users said that their system had been installed within the last three years.installed within the last three years.

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SIRCHow important were the How important were the following criteria to the following criteria to the choice of CMS that you use?choice of CMS that you use?

0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0

Usability for content providers

Reliability of the system

Scalability of the system

Ability to provide future proofing

Cost of the system

Ease of maintenance

Enhance author compliance with regulations/legislation

Ability to integrate with existing systems

Reputation / financial stability of provider

Ability to aggregate information across sites

Quality of external support

Ease / Speed of installation

Compatibility with existing skill sets within web team

Popularity with the department or unit

Previous experience(s) with CMSs

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CMS use – satisfactionCMS use – satisfaction General positivity about current General positivity about current

CMS, nearly two-fifths (39 per CMS, nearly two-fifths (39 per cent) scoring CMS 4 our of 5 and cent) scoring CMS 4 our of 5 and approximately one-fifth (19 per approximately one-fifth (19 per cent) giving their current solution cent) giving their current solution maximum marks. maximum marks.

But 10 per cent of the sample But 10 per cent of the sample appeared to be dissatisfied with appeared to be dissatisfied with the system that they had in place the system that they had in place giving their CMS a score of ‘1’ or giving their CMS a score of ‘1’ or ‘2’. ‘2’.

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CMS use – changeCMS use – change A quarter of CMS users (26 per A quarter of CMS users (26 per

cent) were considering changing cent) were considering changing the current CMSthe current CMS

The majority - 63 per cent - were The majority - 63 per cent - were not not

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Open Source vs. Open Source vs. Proprietary softwareProprietary software A large proportion of respondents (44 per cent) A large proportion of respondents (44 per cent)

suggested that there was no intrinsic suggested that there was no intrinsic institutional preference either way institutional preference either way

There were almost twice as many more There were almost twice as many more respondents who suggested an institutional respondents who suggested an institutional preference for proprietary software (33 per preference for proprietary software (33 per cent) than for Open Source options (16 per cent) than for Open Source options (16 per cent)cent)

Cost was a particular issue for those who Cost was a particular issue for those who expressed a preference for Open Source expressed a preference for Open Source solutions, with 94 per cent suggesting cost as solutions, with 94 per cent suggesting cost as a major factora major factor

The availability of external support, in turn, The availability of external support, in turn, was a major factor for a large proportion of was a major factor for a large proportion of those preferring proprietary options (67 per those preferring proprietary options (67 per cent)cent)

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End usersEnd users

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User experienceUser experience 82 per cent monitor user 82 per cent monitor user

behaviour or experience behaviour or experience compared with 13 per cent who compared with 13 per cent who do not. do not.

Just over 70 per cent conduct Just over 70 per cent conduct user/usability testing and over a user/usability testing and over a half (52 per cent) reported the half (52 per cent) reported the use of student surveys. use of student surveys.

The majority of participants (82 The majority of participants (82 per cent) were of the opinion that per cent) were of the opinion that user behaviour is not monitored user behaviour is not monitored comprehensively enough.comprehensively enough.

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AudiencesAudiences Unique to the HE sector is the range and Unique to the HE sector is the range and

breadth of the audiences breadth of the audiences – Prospective students from overseas were Prospective students from overseas were

perceived to be the most important audience perceived to be the most important audience (4.73 / 5) followed by (4.73 / 5) followed by

– prospective students ‘at home’ (4.68 / 5) and prospective students ‘at home’ (4.68 / 5) and alumni (3.71 / 5)alumni (3.71 / 5)

– These audiences felt to be a greater priority than These audiences felt to be a greater priority than the current student body. the current student body.

– Commercial focus of HE sites also reflected in the Commercial focus of HE sites also reflected in the importance attributed to business/ business importance attributed to business/ business partners (3.53 / 5) in comparison with academic partners (3.53 / 5) in comparison with academic staff (3.27 out of 5) staff (3.27 out of 5)

– There was a recognition only by identifying and There was a recognition only by identifying and catering for the ‘market segments’ could content catering for the ‘market segments’ could content be structured to meet effectively the needs and be structured to meet effectively the needs and requirements of the audiences.requirements of the audiences.

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The futureThe future

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Future developmentsFuture developments The near future of web management in The near future of web management in

HE will be characterised by a number of HE will be characterised by a number of connected developments, most notablyconnected developments, most notably– the rise of ‘greater, richer media content’ the rise of ‘greater, richer media content’

(73 per cent)(73 per cent)– a ‘greater provision of technologies a ‘greater provision of technologies

associated with ‘Web 2.0’ (66 per cent)associated with ‘Web 2.0’ (66 per cent)– A similar number of respondents (65 per A similar number of respondents (65 per

cent) anticipated the ‘shift towards user-led, cent) anticipated the ‘shift towards user-led, personalised websites’. personalised websites’.

– A substantial number of respondents (43 per A substantial number of respondents (43 per cent) also predicted the rising influence of cent) also predicted the rising influence of marketing on web content. marketing on web content.

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Web 2.0Web 2.0 Most respondents (72 per cent) reported their Most respondents (72 per cent) reported their

institutions having in-house provisions for institutions having in-house provisions for video material (YouTube, iTunes U, vodcasts, video material (YouTube, iTunes U, vodcasts, etc.)etc.)

69 per cent said that their institution had in-69 per cent said that their institution had in-house provisions for online audio content. house provisions for online audio content.

41 per cent of respondents suggested that 41 per cent of respondents suggested that their institution had current provision for their institution had current provision for online social networking. Almost a quarter of online social networking. Almost a quarter of institutions (24 per cent) did not institutions (24 per cent) did not

Wikis were covered under current ‘Web 2.0’ Wikis were covered under current ‘Web 2.0’ provision in 61 per cent of the institutions provision in 61 per cent of the institutions surveyed, but again, close to a quarter (26 per surveyed, but again, close to a quarter (26 per cent) had no provisioncent) had no provision

The featured aspect of ‘Web 2.0’ with the least The featured aspect of ‘Web 2.0’ with the least amount of current provision were microblogs amount of current provision were microblogs (Twitter, etc.)(Twitter, etc.)

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Gaps in provisionGaps in provision When asked if their institutions When asked if their institutions

had a development strategy and had a development strategy and sufficient resources to keep pace sufficient resources to keep pace with recent technological with recent technological changes, 63 per cent of changes, 63 per cent of respondents said ‘no’respondents said ‘no’

Only 20 per cent were confident Only 20 per cent were confident that the appropriate strategies that the appropriate strategies and resources would be available and resources would be available

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Websites in an ideal Websites in an ideal worldworld Participants reported that in an Participants reported that in an

ideal world they would mostly:ideal world they would mostly:– Like to scrap the existing system and start Like to scrap the existing system and start

afresh. afresh. – Adopt a more cohesive, joined-up approach Adopt a more cohesive, joined-up approach

to web content management in order to to web content management in order to establish a more coherent image of the establish a more coherent image of the institution online. institution online.

– Other interviewees emphasised the Other interviewees emphasised the importance of a cultural shift towards a importance of a cultural shift towards a better understanding of the relationship better understanding of the relationship between content and technology, and of the between content and technology, and of the real potential of the web for Higher real potential of the web for Higher Education contextsEducation contexts

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Positivity – an optimistic Positivity – an optimistic outlook for the futureoutlook for the future

When asked about the future of When asked about the future of web content management in their web content management in their HEIs:HEIs:– 14 per cent of survey respondents agreed 14 per cent of survey respondents agreed

that they were very optimistic (scoring 5 / 5) that they were very optimistic (scoring 5 / 5) – A further 39 per cent scored their optimism A further 39 per cent scored their optimism

at fourat four– while 29 per cent scored a three while 29 per cent scored a three – Only 3 per cent of respondents were ‘very Only 3 per cent of respondents were ‘very

pessimistic’ about the future of web content pessimistic’ about the future of web content management. management.

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‘‘Develop a thick skin. You are going to be Develop a thick skin. You are going to be dealing with a lot of politics and if you can dealing with a lot of politics and if you can deal with that side of it you are going to deal with that side of it you are going to have a lot of fun and a lot of professional have a lot of fun and a lot of professional

satisfaction from all the other aspects of it.’satisfaction from all the other aspects of it.’

Practical tips on web Practical tips on web content managementcontent management

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www.sirc.orgwww.sirc.org