WebJunction

Here are some basic questions you should ask yourself when considering a Web site for your library.

What a Web site can do for you:

• Transmit your message to many more people than older forms of outreach.

• Give patrons access to your Online Public Access Catalog (OPAC) from home.

• Attract new patrons.

• Conduct surveys and transmit valuable data into a database on the server.

• Display documents such as library policies, news, directories or proposals.

• Keep current information accessible to the public.

• Display employment and volunteer opportunities.

• Include valuable resources in one area (e.g., related links).

• Help you build communication and community among your patrons and the general public.

What is the overhead of creating and maintaining a Web site?

It is important to be aware of the full staffing needs of a Web site before you develop one. It is not uncommon to jump in without knowing the hours it takes to sustain a current site. People tend to revisit a site if there is new information on it. If you plan to develop a Web site without planning its maintenance, your site will soon be out of date. If you have time-sensitive information, this is critical.

• Development tasks need to be planned and scheduled.

• Content must be developed, organized, and edited.

• The site needs to be marketed.

• Someone either on the library staff or a community volunteer who is familiar with HTML and web design should be "hired" to get the web site started. This is an excellent opportunity for finding volunteers. For example, is there a local high school or community college computer class that would like to take this on as a class project?

• Content must be updated to keep the site relevant and interesting.

• An HTML-knowledgeable person needs to be participating in the creation and maintenance of the site. It would be ideal if the person responsible for the site's maintenance is also part of the initial team of people planning the site from the beginning. This can help ensure continuity on your site.

Think in terms of five positions that should be introduced into your library when you create a Web site. A single person can hold these five positions, but an effective Web site is a lot of work for a single individual. The following job titles are somewhat broad, but give you some idea of the different tasks involved in building and maintaining a Web site.

Web site staffing

1. Content manager - The person overseeing all editorial, audio, video, and graphic content that the site will feature. The person responsible for rounding up assets and setting standards.

2. Server manager - This person administers the network and the Web server, making sure that all content is online, updated, and readable.

3. Project manager - Oversees the entire process from start-up to implementation and often beyond that, making sure that all parts of the site are produced on budget and on schedule.

4. Marketing manager - In charge of getting the word about the Web site out to the public, the press, other Web sites, and keeping the site in the public eye.

5. Web designer - The creative person responsible for the look and feel of the site, its color scheme, graphics, photos, typography, and personality.

The following questions must be answered:

You're sure you want a Web site

You should have an idea of what you want and what you don't want. A glittering, flashing site that plays music may be exciting, but distracting, not necessary, and not appropriate. It may be enough for your site to be more of an interactive cyber brochure.

If you want to use your Web site as a direct fundraising tool, you will need either secure e-commerce capabilities or an arrangement with a commercial site like Entango or a non-profit site like Network for Good which can provide you with secure donation tracking services.

In other words, if you want to raise funds via your own Web site you have to run SSL (secure sockets layer) on your Web server for secure capabilities. You also would have to purchase a security certificate and run services on your Web server. This is a lot of work. There are 3rd party companies/organizations that will, for a small cut of the donations, handle all of the money collecting online for you. Libraries usually do this through their Friends organization or library foundation, which have 501(c)3 status.

To find out more about receiving donations online see the Q&A by Michael Stein.

Your Web site can become not just a public face for your library, but a nexus of activity that can enhance online community collaborations and your library's mission. Remember, however, that the more complex the site is, the more difficult it will be to maintain. Try to keep it simple. Follow the 80/20 rule - 80 percent of content is static, 20 percent is updated on a consistent basis. Think in terms of phases of Web development: a good Web site is a work in progress.

Finally, you should ensure that there is a tangible return for the time and effort required to establish and maintain a Web site. For example, adding 300 new patrons or attracting additional community support for your library is a good reason to create and maintain your site.

Easy, efficient, exposure

A Web site should ultimately function as an efficient and easy means of exposure. There is no efficiency in having a Web site with out-of-date information, or a Web site that won't load properly. Determine before making the production leap who will be responsible for maintaining the site. It shouldn't take over the all your library's staffing resources. Be realistic about your exposure. Just because your library's name exists somewhere in the Internet, it doesn't mean the whole world is tuned in. Think thousands, not millions, and you won't be disappointed.

Your Web site might include the following:

Your Web site must include the following:

Organize your tasks

Before you begin your Web project you should write down the following things:

• A statement of the goals to be achieved, the work to be done, the people involved and their roles, the resources available and the resources that need to be gathered.

• A calendar of check-in dates for everyone involved to communicate via face-to-face meetings, e-mail, or phone

• The most convenient method for transferring source materials (hint: a network).

• A schedule for completing the project.

Now you have your theoretical reasons mapped out for why you want a Web site, the audience you intend to reach, and what you think your library will gain from it. You are also aware of and equipped with all the necessary staffing needs to put forth an impressive Web presence.