Acknowledgements; Glossary; Introduction; About this book; What this book is not; Website; In this book. . .; Reference; 1 Evaluating what you have now; Introduction; The web today; Who is online and what do they do?; The internal context; Summary; References; 2 Building a strategic approach; Introduction; What is a web strategy?; What should a strategy cover?; Structuring your strategy document; Evolving your strategy; The web strategy team; Regular strategy reviews; Summary; Reference; 3 Content; Introduction; Managing content; Content outside your site.
Staying informedSyndicating content; Summary; References; 4 Marketing; Introduction; From 'site' to 'presence'; Search; Offline marketing; Online marketing; Summary; References; 5 Policies and guidelines; Introduction; Policies, procedures and guidelines; Social media guidelines; Summary; References; 6 Traffic and metrics; Introduction; Measurement techniques; Metrics software; What should you measure?; Metrics definitions; Watching your metrics; Reporting; Other metrics; Dissemination of KPIs; The changing face of metrics; Summary; References; 7 The social web (Web 2.0); Introduction.
What is 'the social web'?Why social media?; Choosing when (and when not) to use social media; Developing a social media strategy; Social media channels; The challenges of the social web; Risks and mitigation; Summary; References; 8 The website project process; Introduction; Project phases; Writing a website brief; The specification; Working with external agencies; Project start-up; Budgeting; Summary; References; 9 Away from the browser; Introduction; Open Data; Mobile; Summary; References; 10 Bringing it all together; Introduction; Ongoing feedback; Staying informed; Summing up; References.