Brand aids

February 25, 2010

Within hours of online publication, the article "'Frankensite' monsters loom as universities lose control of content" (18 February) had attracted a score of impassioned comments concerning the dreaded "B-word" and the thorny issue of governance. Why the furore?

Even the most hardened anti-marketer accepts the critical importance of reputation ("brand") to attracting talent, support and funding at the institutional, faculty and personal level. Similarly, it is self-evident that digital channels, not just official websites, have become key media for sourcing and providing information, managing expectations and influencing perceptions.

Since brand reputation must be managed to achieve shared goals, websites need governing. Content-management systems and social media channels allow authentic content owners to publish and interact. These innovations raise strategically challenging issues concerning risk management, delegated authority and the appropriate balance between central control and local autonomy.

Calling for websites to be better governed is neither a plea for IT investment nor prettification; it is an appeal for universities to ensure that they make the best use of their assets.

Alec Rattray, Senior consultant, Precedent.

You've reached your article limit.

Register to continue

Registration is free and only takes a moment. Once registered you can read a total of 3 articles each month, plus:

  • Sign up for the editor's highlights
  • Receive World University Rankings news first
  • Get job alerts, shortlist jobs and save job searches
  • Participate in reader discussions and post comments

Have your say

Log in or register to post comments

Most Commented

James Fryer illustration (27 July 2017)

It is not Luddism to be cautious about destroying an academic publishing industry that has served us well, says Marilyn Deegan

Jeffrey Beall, associate professor and librarian at the University of Colorado Denver

Creator of controversial predatory journals blacklist says some peers are failing to warn of dangers of disreputable publishers

Hand squeezing stress ball
Working 55 hours per week, the loss of research periods, slashed pensions, increased bureaucracy, tiny budgets and declining standards have finally forced Michael Edwards out
Kayaker and jet skiiers

Nazima Kadir’s social circle reveals a range of alternative careers for would-be scholars, and often with better rewards than academia

hole in ground

‘Drastic action’ required to fix multibillion-pound shortfall in Universities Superannuation Scheme, expert warns