Executive Staff is Responsible for Web Guiding Principles

In my last post I wrote about the differences between Web Managers and Mechanics. Both functions are vital to Web execution. Web managers turn Web strategy into execution plans and Web mechanics execute. But what about Web strategy? Who is ultimately responsible for establishing the underlying strategy for the corporate Web presence? That's actually the role of executive staff.

If that statement causes a record scratch in your head, then you might want to take a moment to re-read Lisa's definition of Web strategy. We're not talking about content strategy or who gets to decide on the look and feel. Those things are important at a tactical level, but the deep-down Web strategy is about defining the business objectives for the Web presence. How does the Web align with corporate strategy and which functions are supported by the Web? Those questions are best addressed at the executive tier of the organization. They're the ones driving the bus and suitably qualified to set strategic objectives for the Web.

We call this strategic direction guiding principles and, in general, they:

• ensure that the organizational mission and values are reflected in all Web properties;
• articulate high-level business objectives for Web properties, and;
• establish basic compliance parameters for the organizational Web Presence.

Guiding principles are most effective when they align with the overall strategic plan for the organization. These help Web stakeholders to understand the business objectives of the Web and therefore make better decisions about execution. 

Some examples of guiding principles include:

1. Creating a competitive advantage: "We will use the corporate Web presence to provide our customers with information and service that can't be found elsewhere."
2. Mitigating risk and liability: "Our Web presence shall comply with all Federal and state mandates that regulate our industry."
3. Driving operational efficiencies: "We will Web-enable our business functions to save overhead costs and limit redundant offline efforts." 

Guiding principles for the Web are meant to be high-level and strategic. They don't go into execution details and shouldn't reference tactics like, "Web 2.0" or "content management system." Executives should use Web guiding principles to provide direction, not solutions. Leave it to Web managers and mechanics to come up with a plan that details how to act on the guiding principles. 

If everyone is held accountable to the guiding principles then it becomes easier for Web managers to make strategic Web decisions. For example, Marketing managers could use the above principles to initiate a competitive analysis and drive content strategy while HR could use the same principles to make benefits administration Web-enabled. 

Without guiding principles the Web presence will flounder amidst best intentions of the various functional areas and Web managers. Or, worse yet, there may be internal fighting as stakeholders vie for limited Web resources in the absence of direction from the executive team. The result is a haphazard Web site that distracts from corporate mission and creates a liability for the organization.