May 3rd, 2010
Information Architecture, Insight Article, Internet Strategy, Social Networking, Technology, Usability, Web Content Management
When I pose the question “What’s keeping you up at night?” anywhere in the C-Suite these days, the conversation inevitably turns to issues of measuring and managing their extended Web enterprise. In all sectors of business, not-for-profit organizations, and government agencies, the Web has rapidly and thoroughly become the undisputed platform for communications, commerce, and community building. But while many execs celebrate the entrepreneurial spirit that has blossomed in their respective organizations around the Web, the proliferation of sites, applications, microsites, tools, widgets, and social media connections has confounded many user segments and placed growing strain on the ability of organizations to manage this distended organism. Of course, it has also greatly complicated the challenge of extracting meaningful performance metrics from this platform which could indicate how cost effectively (or not) the organization’s business needs are being supported online.
As we dive into the depths of some of these large enterprises, we see symptoms of unplanned and unconstrained organic growth. The benefits of time-to-market advantage are obvious, but the risks less so. I’m reminded of a comment made to me by Dr. Max Coppes, Head of Oncology at Children’s National Medical Center; he said, “Growth for the sake of growth is the philosophy of a cancer cell.” That’s hardly the analog we’d hope for when inventorying a business Web enterprise. But in many offices the idea still prevails that “If I can build it, I should build it.” So as we watch organizations innovate, add new product lines, and expand their global markets, we see their technologies and business processes proliferate, and any vestiges of coherent discipline seem to vanish in that euphoria of growth. (more…)
Leo Mullen
