The Accidental Webmaster

159 Pages·2012·1.06 MB·English

by  Julie M. Still

Julie M. Still
Contents
Copyright
Acknowledgments
Preface
Part I: Basic Concepts
Chapter 1: Becoming an Accidental Webmaster
The Nature of Nonprofits and Small Businesses
Do You Really Want to Do This?
Recommended Reading
Chapter 2: First Things First: Setting Policies
Interpersonal Factors
Web Mission Statement
Specific Policy Issues
Personal Policy Issues
Recommended Reading
Chapter 3: Hosting and Naming Your Web Site
Your Work Space
Working with an ISP
Free Sites
Local Affiliate on a National Site
Buying a Domain Name
Special Concerns of the Accidental Webmaster
Chapter 4: Design Issues
The Home Page
Secondary and Subsequent Pages
Logos and Graphics
Background Images
Photographs
Printable Versions
Coding Issues
File Names and Organization
To Advertise or Not to Advertise
Terminology
Accessibility Issues
A Word About Editors
Testing
Recommended Reading
Chapter 5: What to Say: Content
Language Issues
Planning the Site
Creating Content
Consistent Updates
Other Content Issues
Licensing Content
Databases and Database Design
Recommended Reading
Chapter 6: Creating Community
Creating Community via E-Mail
E-Mail Discussion Lists
Administrative Issues
Creating Community via Bulletin Boards
Creating Community via Chat Rooms
Creating Community via the Web
Recommended Reading
Chapter 7: Marketing and Feedback
Promoting the Site
Tracking Users
Making Friends
Ego Surfing
Recommended Reading
Chapter 8: Show Me the Money, or Fundraising on the Web
Using Your Web Site to Raise Money
Using Other Web Sites to Raise Money
Recommended Reading
Chapter 9: Toeing the Line: Legalities and Liability
Copyright
Privacy and Disclaimers
Recommended Reading
Chapter 10: Keeping Up
Recommended Reading
Chapter 11: Care and Feeding of the Accidental Webmaster
Recommended Reading
Part II: Specific Types of Sites
Chapter 12: Advocacy Sites
Recommended Reading
Chapter 13: Politics and Other Deceits
Recommended Reading
Chapter 14: Churches and Religious Groups
Recommended Reading
Chapter 15: Cultural Institutions
Recommended Reading
Chapter 16: Family Group Sites
Genealogy
How to Present the Data
Family Reunions
Recommended Reading
Chapter 17: Fan Sites
Recommended Reading
Chapter 18: Professional Offices
Where You Are
Who You Are
Services Available
Fees
Hours and Appointments
Forms
Secure Services
E-Mail Policy
Special Considerations
Recommended Reading
Chapter 19: School and Children-Oriented Sites
Chapter 20: Small Business and E-Commerce
Bricks and Clicks
E-Commerce
Design Issues
Recommended Reading
Bibliography
Web Resources
About the Author
Index
Acknowledgments
Like all books this one has an individual’s name on the spine but is actually
the product of many people’s efforts. My thanks go out to all those who answered
questions, let me interview them, listened to my insecurities and doubts, and
provided comfort, assistance, a kick in the pants, and chocolate. My colleagues at
the Paul Robeson Library, Rutgers University, Camden, were a wonderful
support system. My family was patient with my long hours at the PC and on the
phone and did not complain about the “picnic” dinners on the living room floor
when the dining room table was buried in paper. All the wonderful folks at
Abington Trails were gracious enough to let me put in stories and anecdotes.
Lora, Gabrielle, Beth, Ed, Sy, John, and a host of others let me pick their brains
on accidental Webmaster issues. John and Deborah at Information Today, Inc.
did a great job of keeping me on track, something I need and truly appreciate.
Thanks to one and all.
Julie M. Still
[email protected]
Preface
There are any number of books for sale on the technical aspects of setting up
and running a Web site. This isn’t one of them. Some of those books talk about
setting up Web communities for hundreds and thousands of people. Others, like
Webmastering for Dummies, describe how to set up Web sites at a cost of up to
half a million dollars. This book is for people at the other end of the spectrum. It
is intended for people who find themselves, whether intentionally or not,
running a Web site for their son’s Boy Scout troop, the local PTA, their church,
book club, writer’s group, trails club, or Aunt Minnie’s suddenly, unbelievably
popular line of homemade teddy bears. It is for people who are running a Web
site as a volunteer (laughably low salaries for small local nonprofit groups and
the pittance your neighbor pays you to run a site for his business don’t count).
Setting up a static site, something created and never touched again, doesn’t
count. This book is intended for people who wind up designing and managing
dynamic sites for active organizations and businesses. It is also assumed that
accidental Webmasters don’t exist in a vacuum but, for the most part, know or
regularly contact other people in the organization or group.
In these cases, the technical aspects are often the least of your worries. In a
work setting there are political pitfalls and hardware and software glitches as well
as other difficulties, to be sure, but the volunteer Webmaster faces additional
types of problems. That is what this book is intended to cover. Some technical
skills are necessary, and you are likely to have the basics already or you wouldn’t
have found yourself in this situation. Some aspects of the technical side will be
discussed, but primarily to bring up issues for thought or possible consequence.
The problems inherent in setting up pricey business Web sites may be similar to
the problems in setting up a Web site for a school board candidate, but other
problems arise that are unique to the smaller situation.
After reading this book, you will have a much better idea of whether you want
to take on this task (if it isn’t already too late) and how to go about it. You may
also need technical manuals, although with today’s editors most people with
basic computer literacy can put together a simple site in a relatively short period
of time. However, as a theme of this book, putting together the Web site is a very
small piece of the iceberg. As with houses, buying one may seem daunting, but
the maintenance is even more time-consuming. Being informed of and prepared
for what is involved in being an accidental Webmaster will enable you to leap the
hurdles more quickly and savor the pleasures more frequently. Some Web sites
are only up for a short period of time (organizations and businesses fold and
campaigns end); others are likely to exist for decades. I have been an accidental
Webmaster in a variety of contexts for a few years now. The example I will use
most frequently in this book is the work I have done with Abington Trails, a
community trails group. It has been immensely satisfying and I wish you a
similarly enjoyable time.
In the course of my Web work and in writing this book, I have read many
books and articles and interviewed a number of people who are similarly
involved in Web site maintenance. At the end of each chapter you will find a
brief list of published writings that may provide further information. The list of
further readings is cumulated in a larger bibliography at the end of the book.
Very few Web sites are referenced and few examples of small and local Web sites
are given because the environment tends to be very fluid. What is presently a
wonderful thriving example of an accidental Webmaster’s work may be defunct
by the time you read this. Plenty of books out there provide examples of
attractive and nicely designed sites, and I encourage you to take a look at them
just to see what the possibilities are. (Tip: Save a few bucks and use copies at your
local public library.)
The information herein is designed to help you sidestep problems and
dissolve conflicts before they arise. Chances are you want your term as an
accidental Webmaster to be an enjoyable one (since it isn’t likely to be
profitable). This book is in two parts. The first part is in chapters and covers
basic concepts relating to accidental Webmastering in general. Following that are
sections on specific types of Web sites maintained by accidental Webmasters.
Each reader will find different chapters and sections of greater interest. Those
still deciding whether to become an accidental Webmaster will focus on the first
few chapters as well as the section devoted to the type of site they are
considering. Someone taking over an existing site will be more interested in the
chapters on content and maintenance. The themes that appear in several places
are probably the issues that accidental Webmasters deal with the most. Keep
things simple. Update frequently. People skim text on the Web instead of reading
it. Don’t let yourself be overburdened (it isn’t good for the group or business and
it isn’t good for you either). And when in doubt, don’t do it.