And Still We Rise: The Professionalization of the Web Vocation

February was Black History Month in the United States. My birthday also falls in February and this year I was 46. These two events always weave themselves together for me because the year I was born is the year The Civil Rights Act of 1964 was passed. Today, I own a business and am asked to speak as an “expert” at conferences globally. Some of these conferences are held in hotels that on the day I was born would not have seated me in their restaurants or let me spend the night in one of their rooms. So, every year when my birthday comes I am compelled to stop and acknowledge the efforts of others that made a way for me. A lot has changed in my lifetime and I am grateful to those who made it happen.

Change does not come easily or quickly especially when it’s significant change. And for every type of change, be it political, business, or cultural, there is a cadre of individuals who align or collude to effect that change. There are your quiet but brave types who might shy away from the limelight but take on the issue directly; and their natural counterparts, the righteously loud. And, there are charismatic visionaries who inspire the masses and make individuals feel as if they can change the world. There are those in “the system” who try to make change from within and the ones who put their heads down to do the mundane but necessary grunt work. There is even a role played by the complacent, the naysayer, and the cynic who insists that things can never change— if nothing else, they are the motivators.

Last week I was at the Web4Dev conference in Brasilia where more than 100 people from around the world (and over 1,000 others via Webcast) assembled to discuss how the Web could be used to forward the initiatives of the United Nations. And while there was a topical focus on the use of social media, there was a lot of talk about change. There was visionary talk about how the Web is changing the world and enhancing our ability to level the global playing field. There was talk from those in the Web trenches about how the Web has changed the role of organizational communicators. There were hands on Web professionals talking about how the ever-scaling Web has changed their role from the geeky Webmaster to chief advocate and manager of the organization’s most important communications and operational tool.

We discussed how significant change in organizational governance was required to absorb the Web’s impact. And considered how one might reinvent an organization like the United Nations using the capabilities of a powerful platform like the Web. The possibilities were exciting and awesome as we heard inspirational success stories from organizations like Save the Children, The World Bank, Ashoka, and the Communication Initiative Network.

It’s good to have vision and be inspired by early Web successes. But, at some point, it’s time to move forward in earnest to take the difficult steps that will lead to broad, sustained transformation. And these difficult steps, in many cases will need to be taken by Web professionals. If you are a Web professional, ready or not, the success of the Web in your organization is most likely in your hands and it is up to you to help your non-profit, corporation, NGO or government manage the change that is occurring organically all around us. But in order to be taken seriously as professionals who can effect real change for our organizations, we need to be taken seriously as professionals. And that mean that we need to take ourselves seriously as professionals by defining what it means to be a Web professional by establishing some best practices and a vocabulary for the varied work that we do. Here are some steps I believe you can take now: 

Organize and Volunteer:

We can’t lead our organizations into the Web era if we can not articulate the nature and value of our profession. There are many organizations out there for people who work on the Web. Other than Web4Dev, the two I am most familiar with are Content Management Professionals which focuses more on the day-to-day of getting Web work done and the other is the Internet Strategy Forum which provides an information sharing and networking environment for those tasked with creating Web and Internet strategies for their organization. Join one, volunteer your time and help mature the Web profession.

Sit-in:

While I still believe that, over the long term, no Chief Web Officer is required in the executive suite, I do believe that the Web needs to be integrated into business as usual. And, in some cases, business as usual needs to be integrated into the Web. Some organizations have fallen into a routine where Web design and supporting back end technological choices are treated as if they are a matter of taste, not something to be determined by those with special skills. If you are a Web professional in an organization where the Web is inappropriately utilized, you should build a business case which articulates why the Web is important to your business and why Web professionals should be making the choices about how the Web is managed in your organization. Then, tell your story loud and clear to anyone who will listen. And don’t stop until the message is heard. Be civilized, be data driven, be appropriate, but hold your ground. This might involve some vocational risk and therefore is not for everyone… but change is not easy.

Boycott:

We all need jobs but there is no reason to work stupid. When someone in your organization asks you to do Web work that you know doesn’t make any sense, don’t do it. I’m not talking about the small battles. I’m talking about the long lasting technology decisions that make no sense coming out of the gate or thinking you can fix an entire broken Web presence with a social media strategy. You may not win every battle but with a reasoned argument that focuses on resource and creating value for your organization, you can win the war.

We are not oppressed, underfunded Webmasters. We are agents of change: the catalyst between where our organization is now with the Web and where it can be. That’s a morally powerful position to be in when your Web presence supports an organization whose role it is to alleviate human injustice. It’s a fiscally powerful position, when the goal of your business is to keep your stockholders happy. It’s a culturally powerful position when the goal of your organization is to educate.

Understand and realize your power. You are a highly skilled, highly specialized cadre of professionals. If you’re doing real strategic Web work, then no one else in your organization can do what you do. Face it; most people barely understand what you do. Perhaps that’s hubris and cynicism but there is some fundamental truth there and, professionally speaking, some advantage and power. Use it.