Jessica Ek Social Media Engagement Manager, American Nurses Association @WonkyBusker

Leslie O’FlahavanPrincipal, E-WRITE@LeslieO

One Voice to Rule Them All:

Online Content Governance

December 16, 2014

Hashtag: #tech14 LE1

Introductions: How we’ve worked together on content governance

Jessica Ek Leslie O’Flahavan

What are your top three content governance challenges?

Should content governance look like this?

Should content governance look like this?

Should content governance look like this?

What is content governance anyway?And why do we need it?

Two definitions of web governance

• Website governance uses people, policy, and process to resolve ambiguity, manage short- and long-range goals, and mitigate conflict within an organization. (Burton Group)

• Web governance is the structure of people, policies, and processes that manage an agency's website(s). Web governance also defines strategies, roles and responsibilities, policies and procedures, and organizational structures. (Howto.gov via Candi Harrison)

How do these samples reveal a content governance problem?

Today’s topics

1. Options for organizing content contributors

2. How to maintain consistent editorial style and voice

3. How to use metrics to mediate conflicts

The way you’re organized and staffed supports web governance

Is the way you’re organized causing content governance problems?

Draw the way your association is organized for web publishing

Organizing staff means balancing freedom (theirs) and control (yours)

Centralized organization

Decentralized organization

Federated organization

Staffing for content governance

• Enough people• The right job titles• The right responsibilities• The right kinds of clout

Would this org structure make it easier to publish high-quality content?

How Is ANA Organized?

CEO Owns the Site

Content stewards oversee their

sections

Content authors write or edit

content

Webmasters help post and check in

for updates

Committee on homepage real

estate

Getting Stakeholder Buy-In

• Use redesign as an opportunity to tackle governance

• Bring everyone to the table

• Focus on users