I’ve consulted with lots of institutions of higher education. Each was convinced that they were a unique snowflake, and that their challenges could not possibly be understood by any outsider. In fact, I’ve found there’s remarkable similarity across many (though of course not all) campus teams as they strategize, design, develop, and maintain their web presence. Diffuse Authority Audience Ambiguity Site Proliferation & Content Accumulation Team Turnover: The Revolving Door & The Lifers Training Insufficiency For each we’ll talk about what the dysfunction is and what strategies you might use to mitigate its impact.

1. There’s a Reason We Call Them Institutions:
Working in Higher Ed Without Going Crazy
WPCampus 2019
Portland, OR
John Eckman
@jeckman

2. Disclaimers:
I am NOT a medical professional or trained therapist
It is not my intent to make fun of or stigmatize
people working through real mental
health issues.

3. Five Dysfunctions of Higher Ed
1. Diffuse Authority
2. Audience Ambiguity
3. Content Sprawl
4. Team Turnover
5. Insufficient Training
https://en.wikipedia.org/wiki/Universidad_de_Mor%C3%B3n

4. #1: Diffuse Authority
https://www.hippostcard.com/listing/switzerland-map-cantons-crests-postcard/16790820

5. https://www.slideshare.net/AwarenessLIVE/jeremiah-owyangs-career-path-of-a-corporate-social-strategist-for-awareness-inc/
71-62_Five_Ways_Companies_Organize
#1: Diffuse Authority

6. #1: Diffuse Authority
http://vittoriobeltracchi.com/everyone-is-a-data-scientist/matrix-code/
#1: Diffuse Authority

7. #1: Diffuse Authority
- Identify your spheres of control,
influence, and concern
- Try to identify stakeholders and roles
- Build coalitions of the willing - formal
and informal
- Document & share real goals
- Shape recommendations based in data
- Do great work & promote it
https://www.etsy.com/listing/269967357/serenity-prayer-non-religious-printable

8. #2: Audience Ambiguity
Photo by davide ragusa on Unsplash

9. https://xkcd.com/773/

10. People go to the website
because they can't wait for the
next alumni magazine, right?
What do you mean, you want a
campus map? One of our
students made one as a CS
class project back in '01! You
can click to zoom and
everything!
https://xkcd.com/773/

11. #2: Audience
Ambiguity
• Force priorities: Primary, Secondary,
Tertiary, Quaternary, etc.
•Prioritize audiences and activities
• Eliminate the “front door” pattern
• Document, brainstorm, strategize.
• Provide clear pathways for alternate
audiences
https://news.delta.com/delta-introduces-enhanced-boarding-process-atlanta

12. #3: Content Sprawl
Photo by Terence Starkey on Unsplash

13. Hoarding is NOT a Content Strategy

14. #3: Content Sprawl
• Set restrictions on spinning up new sites &
supporting them
• In site refreshes, redesigns, or migrations,
prune.
• Content strategy driven by documented goals
and analytics.
• Archive / decomission old sites & content
http://blog.livedoor.jp/irootoko_jr/archives/2541632.html

15. #4: Team Turnover
https://medium.com/@SenatorBaldwin/we-can-t-afford-a-revolving-door-working-in-favor-of-wall-
street-796192313f9c

16. https://i.ytimg.com/vi/iHSu7hzhE7E/maxresdefault.jpg

17. #4: Team Turnover
- Document best practices
- Do lots of training: brown bag lunches,
knowledge sharing, etc.
- Form working groups
- Share successes
- Pair lifers with newbies
- Credentialize / Professionalize
- Don't be afraid to push for ownership by
those who have the right skills

18. #5: Insufficient Training
Photo by Sharon McCutcheon on Unsplash

19. #5: Insufficient Training

20. #5: Insufficient
Training
• Insist on professional training budgets
• Leverage communities of practice (WP
Campus!)
• Keep your own skills up to date and
encourage the same in your colleagues
• Don't be afraid to push for more authority
based on more training & expertise
https://aquilacommercial.com/el-arroyo-gallery-post/el-arroyo-sign-3242014/

21. John Eckman • @jeckman • #wpcampus
Q & A
https://2019.wpcampus.org/feedback/the-five-dysfunctions-of-higher-ed-web-teams/