Over the last few months I've been coordinating the development of the
British Airways Web site. It probably comes as no surprise to hear that it
took longer to reach its current state than we thought it would. The main
reason for this was that we tried to involve many departments in the
company, and before they could get involved we had to go through an
education process. If you want people to participate in making a tv advert
you don't have to explain what a tv ad is first.
We're already working on the next version of the site, and we're also
working our way to establishing a permanent organisational structure. Some
of the roles which I think are required are
setting of top-level strategy
internal account management
site editor
internal consultancy
internal education
online and traditional PR
technology awareness
these are some of the headlines of a longer list. I'd be interested to
hear of the experiences of other similar organisations. How have they
organised internally to manage the project? Who pays for the activity? Who
makes the decisions? How is the wider organisation involved?
Here's one way it could work.
Have a senior steering board at director level. This meets infrequently to
establish strategic direction, approve significant developments, and
resolve issues.
Maybe one of the directors has executive control.
Then there are the people who do the daily work.
Have one site editor who ensures that contributions to the site conform to
the house style, establishes and checks links, advises on contribution
Have one business consultant who educates the business on the potential of
the Net as a whole
Site development work might be done internally or outsourced - either way
it needs to be managed.
If anyone would rather email me in confidence than post to the list I'll
be happy to hear from you.
The British Airways Web site is at <a href="<a href="http://www.british-airways.com">http://www.british-airways.com</a>">http://www.british-airways.com</a> Could
one of the lawyers on the list give me an idea of the latest opinion on
the legality of registering a domain name which uses a trademarked name,
when that registration is done not by the trademark holder?
Nick Gassman - known as nick@netwiz.demon.co.uk
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