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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. "This is an important addition to the body of digital heritage literature and a strong indication not just of how far we have come in our practice but of how mature today discussion of this subject is." - Dr Ross Parry, University of Leicester "...offers sounds advice, tips and practical strategies that should prove useful to people in a wide range of cultural sector roles involved in managing and growing web presences." - Business Archives "This is an important addition to the body of digital heritage literature and a strong indication not just of how far we have come in our practice but of how mature today discussion of this subject is." -- Ross Parry "...offers sounds advice, tips and practical strategies that should prove useful to people in a wide range of cultural sector roles involved in managing and growing web presences." -- Business Archives "...informative, interesting and well written. The author is especially good at explaining clearly and effectively concepts that people without technical training might otherwise find difficult to understand. Numerous real-world examples are given and relevant research and policy literature pointed to. It will be of use to those working in cultural heritage organisations of all sizes irrespective of whether they have an already established or fledgling web presence." -- Journal of Documentation

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

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