In helping colleges understand how a Web site should be managed day-in and day-out, I am sometimes surprised at how closely Web content is held by a select few. It is also surprising how many departments want nothing to do with keeping their site up to snuff for visitors.

I just read a short book, QBQ, that talks about personal responsibility and providing a positive atmosphere…two concepts built for the Web. Without going into a full book report, I decided to apply these concepts to you and your site.

• It’s Not My Job. The Web is everyone’s job, since it affects every department. If you are in the Biology department, and that site is out of date, you need to either change the content or alert the proper channels. You may not be an official “content author”, but if you find a mistake, get it fixed.
• I Don’t Understand the Web. In this day and age, the Web has become a major (if not the) communication and marketing tool for key audiences (parents, prospective students, alumni, campus community). Don’t shy away from the opportunity to tell your story.
• Why is Our Site So Bad. The saying goes, “It takes a village to raise a child…” It also takes a community to maintain a Web site. If content is out of date, put in some elbow grease. If the navigation is chaotic, get the right people together. If the message is missing the mark for your story or your audiences (or both), you’d better get to work.

People say that if you don’t vote, don’t complain about politics. And unfortunately, this feeling has made its way into Web site maintenance. Many colleges and universities work very hard to get the right people and publishing processes in place. With this effort, those not given responsibility automatically just leave it up to designated users. Stop it! A smooth running Web site benefits all.

Now get in there!!