Defining the role of a Web Manager
Allow me to elaborate for you…using my experience as an example…the company that I work for, until recently, was without a web agency (a company that we could turn to and ask them to handle our web marketing and would report to someone in the department). So in a situation like this, I’d probably be the guy responsible for e-mail marketing, online advertising planning & execution, website maintenance, content development, SEO, development/programming, and website enhancements/redesign. Quite an interesting amount of responsibility for one guy in a 8 hour day, don’t you think? I’m not saying that the people that do this deserve more praise and acclaim than other folks, but the point I’m trying to make is that in those companies that utilize in-house marketing, it often probably falls to one person to make the web media programs work in synch with the rest of the marketing plan.
And with the latest introduction of web 2.0 technology, oftentimes it seems that this individual would be the one to make it all happen. Throw that additional responsibility into the fire and what do you have…in perhaps 8 hours, this guy is to manage an e-mail marketing system, coordinate efforts to update the company website &/or make perhaps several microsites, develop an online advertising campaign, conduct web analysis and determine an ROI for its efforts, and now blog, post videos, make podcasts, log onto MySpace, Facebook, and even Friendster to keep their audience up-to-date. In addition, you don’t want to forget all the other widgets and knick-knacks that have appeared, like Twitter, Utterz, and more.
Could these roles be effectively separated to individual people…that is, for one person to focus solely on social media ideation? Quite possibly and I’m sure that it’s been done. Unfortunately, not all companies can have it like that. How is your company handling these types of situations?