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THE INTERNET, INTRANET AND EXTRANET: MANAGING CONTENT IN A TERTIARY ENVIRONMENT

THE INTERNET, INTRANET AND EXTRANET: MANAGING CONTENT IN A TERTIARY ENVIRONMENT. Pieter van Brakel Department of Information Studies Rand Afrikaans University Johannesburg. OVERVIEW. Internet/WWW: a paradigm shift, but what has changed? Who are involved?

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THE INTERNET, INTRANET AND EXTRANET: MANAGING CONTENT IN A TERTIARY ENVIRONMENT

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  1. THE INTERNET, INTRANET AND EXTRANET: MANAGING CONTENT IN A TERTIARY ENVIRONMENT Pieter van Brakel Department of Information Studies Rand Afrikaans University Johannesburg

  2. OVERVIEW • Internet/WWW: a paradigm shift, but what has changed? • Who are involved? • New managerial (IT related) theories • Critical factor: From Web presence to Web content • Typical managerial functions • Content related functions • From Web Office to Content Office

  3. PARADIGM SHIFT: BUT WHAT HAS CHANGED? • Three Web environments • Multiple information islands • Various interest groups / clients • Novices become expert end-users • Know-how to manage Web spaces: • IT staff? • Information professionals? • End-users? • Others? (eg outsourcing)

  4. TYPICAL (PREVIOUS) EFFORTS:A NEW IT INFRASTRUCTURE! • Corporate Web (the company’s image) • Internal browser-based networking (intranet) • External communication: extranet • Similarities: • Emphasis on IT developments and (funky) Web sites • “Of course, we do have an intranet!” (gimmick information) • “Working on our extranet” (benefits still uncertain)

  5. NEW MANAGERIAL FUNCTIONS:(1) MANAGEMENT OF INVESTMENTS • Tangible benefits • Intangible benefits • Strategic benefits • Total cost of ownership • Adjustment costs • Project estimation

  6. NEW MANAGERIAL FUNCTIONS:(2) Management of quality • Measurement of quality • Service levels • Security • Aesthetics and features

  7. NEW MANAGERIAL FUNCTIONS:(3) Management of change • Technology innovation • Adoption and diffusion • Process re-engineering

  8. NEW MANAGERIAL FUNCTIONS:(4) Management of technology organisation • Decentralisation • Re-organisation • Virtual organisational units

  9. LATEST JARGON: FROM WEB PRESENCE TO “WEB CONTENT” • In theory: What does this mean? • Corporate Web: Marketing • Intranet: “Data, Information, Knowledge” • Extranet: Reaching clients • In real terms: Content (information) which is directed to the corporate end-users

  10. WHAT IS THE IMPACT ONTHE WEB OFFICE? • From Webmaster to Web Manager • From ‘doing everything’ to specialisation • From information professional to information consultant • From Web Manager to Information/ Knowledge Manager (?) • From Web Office to Content (Information) Office (?) = thus: the total integration of the three Web environments

  11. CASE STUDY: A TERTIARY INSTITUTE • Design three layers of Web management: User and institutional needs Infrastructural functions Informational functions

  12. FIRST LAYER:USER AND INSTITUTIONAL NEEDS • USERS (EXTERNAL / INTERNAL): • Content • Accessibility • Currency • INSTITUTION: • Representation • Adequate promotion • Innovation • Satisfaction of user’s needs • Structure

  13. SECOND LAYER:INFRASTRUCTURAL FUNCTIONS • Website promotion (marketing) • Managing support staff • Outsourcing • Web performance monitoring • Web server management • Security (firewalls, logins, etc) • R & D (IT a.o. technical matters)

  14. THIRD LAYER:INFORMATIONAL FUNCTIONS • User needs assessments • Corporate and external (+ commercial) information (CONTENT) • Intranet applications re information and knowledge management actions • Extranet access to relevant internal information sources (at a fee)

  15. SUMMARY • Different ‘offices’ exist in any corporate environment: IM, KM and/or WM • Essential to consolidate managerial and infrastructural activities into ONE integrated Web-based department • If not, then our end-users will loose out or outsource their needs!

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