"Who's on first, What's on second and I don't know is on third" is a classic Abbott and Costello skit. It reminds me of a term I coined awhile back to describe a nonexistent website publishing team. I call it the "phantom web team syndrome". This is a team or person, that everyone thinks is responsible for managing their business website, but in reality doesn't exist.
To be fair in most cases the website teams probably were real at some stage, (usually around the launch of the website) but over a period of time, people have been transferred to other departments, accepted new roles, gone on annual leave or left the company.
Typical scenario:
Manager 1: "Could you give this to Carol and ask her to update the website after lunch please?"
Manager 2: "Ummm...Carol left last week."
Manager 1: "Oh that's right. Of course. Well, can you give it to Jim then?"
Manager 2: "Really? Jim's stretched as it is, with the new sales account. I don't even know if he has access...."
Manager 1: "Well who looks after the website then?"
Manager 2: "Honestly? I thought it was you.
No attention, no audience
Having people resources for your business website and digital marketing activities is important. Without them there is no human voice, no empathy with customers and no real activity online. A website that lacks attention, soon loses its audience.
For 2012 my advice to small and medium sized businesses is to hire at least one full-time person that is devoted to website publishing and digital marketing. If that is not possible, then outsource the work. Just don't leave your online business unattended. It's too important and hasn't a clue what to do without you.
And now to end on a funny note, here they are... Abbott and Costello. Enjoy.
Article by Marie Florian
Go Man Go Digital Marketing
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