Web Content Coordinator at Capital University in Columbus, OH, Bob Robertson-Boyd used to work as a web professional in another capital, on the Hill in Washington, D.C.
At his university, he reports to the Director of Public Relations and his VP is in charge of Marketing. The website serves a student population of about 3,000 and is maintained with a mix of Dreamweaver and Contribute. However, Bob is currently rolling out, iteratively, a new website that uses the Estrada content management system. Besides, his job at Capital University, Bob is also involved in some personal research about the very interesting concept of social networking content management.
1) What’s your background? What did you do before becoming a higher ed web pro?
I started working at Capital in February 2002. Before that I worked at the U.S. House of Representatives in House Information Resources (HIR). Basically, I created uninteresting Web sites for representatives, but I did lead the redesign effort for the intranet of the Chief Administrative Officer (CAO). That was a great opportunity. I got to work with an excellent information architect and storyteller, Thom Haller. Unfortunately, the House moves slowly, and I ended up leaving before the redesign effort was complete.
Before that I worked at a Digital City Hampton Roads which was a joint effort between AOL and Chicago Tribune Interactive. We were trying to build an online community around news content. It was a great idea, but this was in the day of Sidewalk and the AOL Greenhouse. The companies involved were too focused on quick turn around rather than the slow and deliberate process of community building.
I’m proud to say that I was a CompuSlave right out of college. That was the place to be in 1993! I like to think that I learned about online communities from the best. As a CompuServe employee, I enjoyed full access to all of the forums and services, including The Well. I knew online communities were valuable when I read cycling tips posted by Greg Lemond’s personal trainer.
But most importantly I worked in several libraries as a college student where I discovered the importance of serendipity and context in relation to learning and reading. That’s also where I experienced my first virtual community in the form of graffiti in the stairwells.
2) What’s your biggest achievement as a higher ed web pro?
The thing I am most proud of is that I can walk across campus and hear a few faculty, staff and administrators using the same words that I use. I’ve been harping on the same ideas of storytelling, putting the reader first, focusing on content and making connections for so long and so vocally that others have adopted my message and made it their own.
I think that defines success. You know you’ve really had an impact when the reader or listener has taken your message and made it their own.
3) What’s the most difficult part of your job?
That’s easy. Managing my time and managing multiple and competing projects. This relates directly to campus politics which I’m still learning to navigate.
4) In your opinion, what’s the biggest challenge we face as web pros in our industry?
Managing expectations. Higher ed is starting to catch up with the business world and many industry Web professionals are caught between marketing and technology. Few of us understand both, yet we’re expected to maintain and improve our marketing mix, prove some kind of ROI and install new server software.
5) Any good advice to share with your fellow higher ed web pros?
Our influence on smaller campuses is growing so we need to understand as many goals as possible. For me, reading widely is the only way to keep up. I try to read books from different disciplines and differing points of view. I look for opportunities to challenge what I believe, not just reinforce what I believe. So read books, blogs, Web sites and magazines of all stripes and I read outside of our industry more than inside it.
6) What about a couple of good links?
If you haven’t read the Cluetrain Manifesto, you must.
Gerry McGovern is great.
Amy Gahran is good too, but lately she’s been a little too distracted with the nature of blogging.
Others include the usual suspects:
Change This
Boxes and Arrows
Adaptive Paths
A List Apart
Fast Company
Wired
I’m flattered that Bob listed me as one of his recommended sources.
As for me being “a little too distracted with the nature of blogging,” well, you can’t please everyone all the time. My interests tend to go where I see the most action and the greatest potential, which means the topics I cover shift with the times. Right now, I think conversational media such as weblogs are a particularly significant kind of web content.
– Amy Gahran
Editor, Contentious
Bob is one of the smartest people I know. He gets the “Big Idea” thing. It was gratifying and eye-opening to collaborate with him on the Social Content Management presentation.