Fuzzy Content

Rebuilding a higher education Web site is always a significant endeavor. It takes months, it involves so many people across campus, and it can seem never ending. Much like a new building opening, more universities need to have a “ribbon cutting” of the new Web site.

Why, you ask? A few reasons:

• Any publicity is good publicity. That’s not necessarily true, but launching a new Web presence is positive for the institution, the campus community, and the general public. If you have built the new Web site correctly, a site visitor should be thrilled at how much easier the site is to use, how much more they can do, or how much stronger tied to the institution they are.
• It’s taken blood, sweat, and tears. Through committee reviews, content revisions, design changes, navigation nightmares, and just sheer length of time, the launch is a cause for celebration. Everyone involved deserves a pat on the back…make it official.
• You’re proud of what you’ve done. In the end, the new site is better. Let people know.

How, you ask? A few tips:

•  Plan early. How you are going to launch the site should be decided during early phases. As you are setting site goals, resources, and timelines, decide how the message is going to get out about the new site. Look for an event to tie the launch to. Look for a time to launch that won’t disrupt significant activities (Fall registration, for example). And pad your time accordingly.
• Log the development process. Many institutions have started to do this as a collection for all documents, processes, and resources. It is not only a great way to keep on track, but also a great way to look back at all that was involved. Make this as public as you are comfortable with.
• Let the dust settle. With any significant Web redesign, there are bound to be a few bugs found after you go live. Flip the switch, get some user testing in, then make it official 2-4 weeks later. We call these “quiet launch” and “loud launch”.
• Throw a party. There are two reasons a party should be thrown. First, there are several people that gave their heart and soul to bringing the new site to life. Publicly thank them. Second, you are moving into Phase II, which is maintenance. All the content authors, bloggers, image managers, developers, site stakeholders, and central managers should understand that the next step is to keep the site as shiny and new two years from now as it is today. Motivate them.

These are just a few ideas in getting the site launched with the most bang. If you have a launch story, please share in the comments section. I would love to hear.

I have two brothers - one in high school, the other a freshman in college. It stunned me to hear from the industry that email is a dead communication vehicle for high school students when I know my two little brothers both have (and check) gmail accounts.

At eduWeb, I caught Karlyn Morrissette’s session on recruiting using interactive media (podcast). She discussed all formats to get the attention of high school students, with email being one of them. That’s the important takeaway…email being one of them.

News.com had an article that put this well for me. Email is not dead…but rather their forum to ‘talk to adults.’ For those of you in the admissions field, you and your institution are adults. When it’s time to move the relationship forward, email does it.

Catching their attention may be in other formats. Back to Karlyn’s session, she mentioned MySpace as one of her more popular forms to engage students and push messages. When the important steps come, or more personal communication, email seems to be the one that most teens will head to.

Find ways to incorporate email, social networking, and text messaging where appropriate. More importantly, ask teens when and how they want to be communicated with. You’d be surprised that some will give you a home telephone number. You’ll also be surprised when the only thing you get from them is a Facebook account. Regardless, adapt to them.

For my two little brothers, if I want to catch their attention, I facebook them. If I want to ask them a question, I message them on facebook or myspace. If I need them right away, I text them. If I just want to send them something, I gmail them. It just works.

I caught a good article for non profits using social networks to move forward. The article is great, but a quote inside of the article gave me some goose bumps. You’ve heard me say it before, but it’s nice to see coming out of other’s mouths:

“Give up some control. When you start letting the details out, those passionate people are going to comme up with own ideas about what you can do. Let them take those ideas and run with them. Resist the urge to take them over or tell them what would work better. Instead, point to them proudly”

There is no better essence of what participating in social networking on the Web can do for you. A thousand voices is stronger than one any day. Read Marnie’s post.