iwmw 1998: promoting and supporting organisational change
TRANSCRIPT
Jon Wallis, University of Wolverhampton, 1998 1 of 34
Information Management & The Institutional Website
Promoting & Supporting Organisational Change
Jon Wallis
University of Wolverhampton
Jon Wallis, University of Wolverhampton, 1998 2 of 34
Who am I?Wearing two hats:
University WebmasterResponsible for
“Corporate Pages”Co-ordination & day-to-day managementPromotion/policing of design guidelines
Senior Lecturer in ComputingTeaching
Networks, Communications & Distributed Information Systems
ResearchInformation Management aspects of WWWSearch Engine Technology
Jon Wallis, University of Wolverhampton, 1998 3 of 34
Where is this talk coming from? Based on
Three years’ experience of running a large institutional website
Past research into managing non-WWW information in a distributed systems environment”
On-going research into Information Management aspects of Websites
aim to survey HE and commercial organisations Currently work-in-progress
Disclaimer! All views and opinions are mine wearing my ‘academic
hat’ They don’t necessarily represent the official policy
or views of the University
Jon Wallis, University of Wolverhampton, 1998 4 of 34
“Experimental” webserver in School of Computing, April 1994
Main “corporate” webserver in Computer Centre since September 1994
both of these were effectively “uncontrolled” Controlled by Marketing dept from mid-1995 until end of
1997 Marketing “sub-contracted” the job to me Technical support from Computer Centre
Marketing dept withdrew because the Website no longer ‘just’ marketing
Current status of website management “in limbo”, pending re-organisation of University IT Services
Now appears in job description of Asst. Director of IT Services (Standards & Developments)
A brief history of the UoW Website
Jon Wallis, University of Wolverhampton, 1998 5 of 34
Current Status of UoW Website Over 67,500 pages Multiple Servers
limited at present, but very likely to increase Highly diverse School & Department pages
in terms of Content Style Design Quality Usefulness (despite corporate rules and guidelines)
Shipping over 700 Mb of data a day this may be a better indicator than mere “hits”
Jon Wallis, University of Wolverhampton, 1998 6 of 34
The “Web Effect” A “paradigmatic” shift in the nature of information
provision A massive rise in expectations - realistic and otherwise Towards the “single institutional image”
Before the Web Multiple information sources producing multiple versions
of the same information, aimed at different target “communities”
prospective students, businesses, etc Information often only available on request
e.g. staff phone numbers Many inadequacies in “strategic” information
management were “hidden” because separate individuals deal with separate
departments
Jon Wallis, University of Wolverhampton, 1998 7 of 34
The “Web Effect” (2) Since the Web
An information “explosion” Information initially provided without much planning for
purpose or audience Information often direct conversion of existing
“physical” version Prospectus Course literature Telephone/e-mail listings
The Institutional Website is a ‘single institutional image’ Potential for Web as primary information source Information transparency Everything is available to everyone, everywhere
Jon Wallis, University of Wolverhampton, 1998 8 of 34
Problems with Websites
Reflection of internal structure e.g., server hierarchy (and content) structured by
School & Department “Internal-only” information may be visible Users aren’t interested in our internal structure
What if the internal structure changes? changing URLs is possible but problematic
dead-links both inside and outside technical system complexity
e.g., symbolic links, server redirections but not changing them perpetuates model of old
structure Function over structure?
Jon Wallis, University of Wolverhampton, 1998 9 of 34
Problems with Websites (2)
Poor mapping between internal structure and user groups
e.g. entry to UoW site is currently aimed at specific user communities:
For Prospective StudentsFor Current StudentsFor StaffFor Alumniplus other necessary abstractions (“About
the University”, “Contact Us”, etc)
Jon Wallis, University of Wolverhampton, 1998 10 of 34
Problems with Websites (3) But we don’t have a “For Prospective Students
Department” We do have
A Media & Publicity Service (Prospectus) An Admissions Unit An International Relations Office A Students’ Union 10 Academic Schools etc…..
The overall provision of information needs to be managed - but how?
Hope for the best? (more chaos?) Create a new department to do it ? (more bureaucracy?) Co-ordinate autonomous departments? (more bureaucracy and
chaos?)
Jon Wallis, University of Wolverhampton, 1998 11 of 34
Problems with Websites (4) Web information is different ...
Conventional information provision is essentially linear and structured by the provider
Written/Printed Spoken
Web information is non-linear and (despite careful design) is effectively ‘re-structured’ by every user
Multiple entry points Multiple pathways
It therefore demands a different approach But how many web authors have studied hypertext
“theory” ... and can apply it?
Jon Wallis, University of Wolverhampton, 1998 12 of 34
Problems with Websites (5) Currency of information
If it isn’t managed, how do you know? Move from “Last Modified” to “Valid Until” dates
Treats information like food (“Best Before”) Helps promote a more active culture of maintenance Checking can then be automated more easily
especially if metadata is used (but that’s another talk in itself) Maintainer must be identifiable and contactable
Preferably an actual person, not just a job title Someone must be actually “responsible”
The “author” may not be the “maintainer” No good shooting the messenger
How often is this sort of information ever checked and enforced?
Jon Wallis, University of Wolverhampton, 1998 13 of 34
Problems with Websites (6)
Search Engines and external linksDead links often exist for long periods
First 100 or so Alta Vista “relevant” links were to our 1996 and 1997 prospectuses
Our 1998 Prospectus isn’t even called thatit’s an “Essential Guide”, but people don’t search for
thatSome search tools now contain historic
“snapshots” of the webOut-of-date (and therefore invalid) information may
be preserved for long-term access
Jon Wallis, University of Wolverhampton, 1998 14 of 34
Problems with Websites (7) Websites actually cost money
This can be a revelation to management How do you cost a website?
How much does it cost to author a page/site? How do you perform a Cost Benefit Analysis for a website? What proportion of people’s jobs spent authoring? Should they be doing it anyway? What’s the most cost effective way of doing it?
Do you know (a) how much your website cost to create?(b) how much it costs to run it?(c) if it is “economically viable”?
But what is the cost of not doing it?
Jon Wallis, University of Wolverhampton, 1998 15 of 34
Website Maturity ModelsBased on “maturity models” of IT systemsMay help to analyse, predict and plan
developmentor at least identify where it all went wrong
Different models from different perspectivesActivity
functional - what’s being done?Stakeholder
people - who’s doing it?Technical
systems and software - how’s it being done?
Jon Wallis, University of Wolverhampton, 1998 16 of 34
‘Activity’ ModelDoing something - anything
a means to an end - getting web experiencealmost anything is valid content
Doing something usefule.g., conversion of existing literature, alternative channel
for basic information (e.g., phonebook) Doing something professional
e.g., contributing to marketing function, supporting traditional course delivery
Doing something new and creativee.g., a self-contained channel for learning
based on Tom Keen, MIT
Jon Wallis, University of Wolverhampton, 1998 17 of 34
‘Stakeholder’ Model Technical
Most institutional webservers began in technical departments
e.g., computer centres, schools of computingPublicity/Marketing
Control ‘taken over’ by marketing or publicity departments
Institutional prospectus and advertisingInformation Provision
As many stakeholders as ‘channels of information’Complexity of website structure tends to
approaches complexity of organisational structure
Jon Wallis, University of Wolverhampton, 1998 18 of 34
‘Technical’ ModelSingle webserver
usually in central Computing Services or IT departmentMultiple servers
usually single platform (usually Unix)Wolves only has 4 servers - some Universities have
dozensMultiple platforms
Unix, NT, Mac - maybe othersExtra technologies
Plug-ins, SSI, PHP, JavaScript, Java, ActiveX Note: Technical “maturity” does not necessarily equal desirability or
manageability
Jon Wallis, University of Wolverhampton, 1998 19 of 34
The Need to Adopt a Consolidated Approach to Information Management
Websites represent a massive growth in information provision
in terms of both volume and usersWeb technology enables anyone to publish
anything, leading tounmanageable complexityconsistency and integrity problemsaccessibility problemsnon-interoperable systems
A Website is a major information resource and must be managed
Jon Wallis, University of Wolverhampton, 1998 20 of 34
1. Recognise the Importanceof Information
Recognise that all users - both internal and external - can (potentially) access the information they require directly
a process of disintermediationproblem of one source but multiple needs
Information previously thought merely internally "useful" is now externally visible
e.g. internal phone directory updated annually, now on-line and “real-time”
Information Auditwhat information and who controls it - and at what
cost?
Jon Wallis, University of Wolverhampton, 1998 21 of 34
2. Distinguish between authenticatedand unauthenticated data
Information can be published at many levels and by many people
Some will remain under direct internal control (and should)
Much won't (and shouldn’t)the balance depends on other decisions
e.g., the degree of decentralisationWho authenticates?
The author? (may not have the authority)The provider? (may not have the expertise)Third party? (webmaster? someone else?)
Jon Wallis, University of Wolverhampton, 1998 22 of 34
Example Information Categories Authenticated Central
e.g. prospectus Authenticated Local (Departmental)
e.g., H&S instructions, Course Regulations Authenticated Local (Individual, Staff)
e.g., Module Resource pages Unauthenticated Local (Departmental)
variant copies of “central” information Unauthenticated Local (Individual, Staff)
e.g., staff home pages (which may be related to official role or may not)
Unauthenticated Local (Individual, Student) e.g. student home pages (which may be connected with
study or may not) All types of information on an "Associated
Organisation" sub-site e.g,. HUBS, BCS branch
Jon Wallis, University of Wolverhampton, 1998 23 of 34
3. Establish Degree of Centralisation Locus: “Centralised” or “Decentralised” Control: “Autonomous” or “Restricted”
Gives 4 main models:1. Centralised Restricted 2. Centralised Autonomous 3. Decentralised Restricted4. Decentralised Autonomous
Ref: Samuel Hinton, “From Home Page to Home Site”, a paper presented at WWW7 - see: http://www.anu.edu.au/~e951611/www7/37.html
Information should be managed as close to its source as possible?
Requires strong definition and co-ordination of information strategy
Requires local web expertise
Jon Wallis, University of Wolverhampton, 1998 24 of 34
Decentralisation Some sort of decentralised model is most likely
fully centralised would be utterly impractical Raises issues of
control how to enforce corporate policies
academic institutions are notorious for autonomy integrity
how to ensure consistent informatione.g.,local copies of corporate data
security who is authorised to edit documents
technology system integration and accessibility
Jon Wallis, University of Wolverhampton, 1998 25 of 34
Is it Internal or External?
The temptation was (is?) to put everything on the web simply because you can (not a good reason)
Not everything is fit for public consumption Some information is merely irrelevant
use of fire extinguishers Some information may be confidential
minutes of meetings Some information may be downright embarrassing
internal reports about departmental inefficiency Need for split into “Internet” and “intranet” websites
This requires you to know what information you have, who provides it and who wants it - need for an “audit”
Jon Wallis, University of Wolverhampton, 1998 26 of 34
Development of Multiple Websites External-facing
For Visitors General information
For Prospective Students Prospectuses, local information
Internal-facing For Existing Students
Course materials, regulations, results For Staff
Administrative information, procedures Technically possible to “filter” some users at point of
access IP “masks” for known groups
staff, students, etc
Jon Wallis, University of Wolverhampton, 1998 27 of 34
4. Assign Information Management Responsibilities
Is there an existing system? e.g., ISO 9000 (BS5750) procedures
Central co-ordination and control Planning overall information resources
e.g., organisational data model formulating policies (security, access, etc) How much does it actually do (versus just co-ordinate) More autonomy at local level = more control at the centre
Local management and enactment Defining, providing & maintaining information Ensuring compliance with central policies (e.g. security, style) Identifying changes in requirements and practices
Jon Wallis, University of Wolverhampton, 1998 28 of 34
5. Technical Infrastructure (TI) Issues The Web adds a layer on top of existing TI
Unifying shell or wrapper over heterogeneous TI. Can help remove problems - but can add them too All requires additional resources and management
Need to maintain underlying systems remains But use of Web may show need to consolidate them
Danger of uncontrolled local technical developments The “weeds taking over the garden” (James Martin)
e.g., browser-specific resources, plug-ins, etc Is the required client technology widespread?
Core TP systems will remain (e.g.,finance, records), but the Web can simplify access to them
Subsidiary system elements may still required to meet specific local needs
Jon Wallis, University of Wolverhampton, 1998 29 of 34
6. System Integration Issues
Institutions will already have multiple systems Proprietary/commercial and bespoke in-house “Enterprise-wide” and local
What are the available interfaces? ODBC, DCOM, ActiveX, Java-based ...
How mature and stable are the ‘standards’? Where does the integration occur?
Before the server? some sort of middleware
At the server? built-in/add-on interfaces or CGI
At the client? Java or ActiveX ... or something else
Enforcement of standards?
Jon Wallis, University of Wolverhampton, 1998 30 of 34
Who runs your website? Which department?
Computer Centre/IT Services department? Because it’s technical
Marketing, Publicity or Media department? Because it’s “public-facing”
Registry (or equivalent) Because it’s a major data resource
Staffing “Webmaster” - historically technically-based A dedicated multi-skilled team?
High-level involvement Both corporately and departmentally Often little understanding of the issues
Design and Technical Usually inadequate resource allocation and timescales
Jon Wallis, University of Wolverhampton, 1998 31 of 34
Case Study 1Media and Publicity Services
A “traditional” marketing department Responsible for
Prospectus and corporate advertising Press relationships
Took over control of website at early stage Commissioned first web-based prospectus
Relinquished control of website Because no extra funding available for the extra work But actively involved in developing content Aim of databased information sources - currently heavily reliant
on manual intervention No specific web related posts
but Web awareness now a short-listing criterion
Jon Wallis, University of Wolverhampton, 1998 32 of 34
Case Study 1Media and Publicity Services
Web seen as a “central tool” but other channels remain key (e.g. hard copy) ironically, production of printed media likely to increase as
result of web originated requests Web initially seen as marketing “dream”
24 hrs, global, always current, local production costs Cost of producing web material became a barrier Conventional media now points to web resources
increased expectations of what is available Email direct from web pages “opens up” institution Not keen on “policing” content of entire site
Many “rogue” pages not widely seen anyway
Jon Wallis, University of Wolverhampton, 1998 33 of 34
Case Study 2The Registry Intranet
Began as a small “proof-of-concept” project A demonstrator to provide (limited) central information
e.g. exam and teaching timetables An “administration server”
accessed by simply typing “admin” into browser Once people saw what was possible…..
Requests to provide information on others’ behalf Spawned other departmental intranet servers
The information is all there Making it available is technically easy
But it takes time, needs staff (and costs money) Very successful
But not yet “strategic” - still a “local” initiative
Jon Wallis, University of Wolverhampton, 1998 34 of 34
Case Study 3Student Information Project
University-wide initiative Not Website specific
But the Website highlights issues of provision Major questions
What information do we provide to students? What information should we provide? How should we provide it?
Student life-cycle perspective “Horizontal” rather than “vertical” division Integrates across internal boundaries (like the web?) Avoids imposition of internal structures on students
Students still want hard-copy information