Towards a transparent and controlled CM Process

In the first postings I considered the one-way content management process of creation, management and publication. In the next stage I introduced a demand-driven process, like was introduced in supply chain management. Now we are finally ready to look at transparency and control for content management.

The authors have little love or understanding for the ‘new’ online channels. They were never really educated to work for an online audience. Vice versa, traditional sales managers, now channel managers for the online channel, very often also never had any education on how to exploit the channel for the customers. The only one who is really experienced is the channel owner (the former web department), but they have a lack of understanding of the ‘old’ business.

It is not about hostility, but it is simply a lack of information and communication. There is too much ‘distance’ between creation and publication. We have removed effort from the central web management department, but lost the connection to the audience and authors, to sales and product management.

The channel managers feel that they have no control over content quality (see ‘On diamonds and information quality’). They cannot influence that information arrives on time, is complete and correct and consistent with information on other channels. They do not feel part of the system, they cannot even SEE the system and they do not feel in control.

On the other side, it is extremely hard for authors to create content without knowing on which output channels it will eventually be published. It is only part of their job, added as an extra to their plate. If you do not see where your efforts land, then why put in the effort? (see ‘Who will use what I write?).

Basically you need a collaboration layer on top of your demand-driven content management process. But with a more structured way of working then is often implied when Web2.0 people use the word. You need collaboration with the goals of transparency and accountability in mind!

Why would product managers or channel managers participate? Well of course they need to understand the importance of the online channels. But face it, they are people, just like you and me. If you stop at adding more pain with lagging information quality on online channels, you will not get them to change their ways. Many will choose the strategy of the ostrich and put their heads in the sand.

For real change you also need to take away some of their pain. And the more you take away, the more they will be willing to look at your request of improving information quality. And remember, there is pain and there is pain. They might feel the organizational pain of not being able to reach the goals that were set. And there is personal pain: their work simply isn’t fun. It is boring and hard to do. It is not something you proudly present when talking to your friends. Push both buttons for lasting success!

This entry was posted on Friday, March 6th, 2009 at 11:58 and is filed under Enterprise 2.0, Web 2.0, collaboration, communication, content management, information quality. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.