{"id":441,"date":"2012-10-31T20:09:00","date_gmt":"2012-10-31T20:09:00","guid":{"rendered":"http:\/\/scqa.hult.edu\/en\/news\/blogs\/2012\/october\/5-essential-leadership-rules-for-a-web-presence-that-wins\/"},"modified":"2019-07-10T08:27:14","modified_gmt":"2019-07-10T08:27:14","slug":"5-essential-leadership-rules-for-a-web-presence-that-wins","status":"publish","type":"post","link":"https:\/\/www.hult.edu\/blog\/5-essential-leadership-rules-for-a-web-presence-that-wins\/","title":{"rendered":"5 Essential Leadership Rules for a Web Presence that Wins"},"content":{"rendered":"

Professor Gamse is a web strategy consultant and teaches digital and social media marketing at Hult International Business School in San Francisco.<\/p>\n

By Philippa Gamse<\/p>\n

Last week, I presented a program at the annual conference and career fair of MBA Women International<\/a>, which was sponsored by Hult International Business School<\/a>.<\/p>\n

I discussed some key ideas for effective leadership and governance practices in the digital world.\u00a0 Here are a few highlights:<\/p>\n

1.\u00a0\u00a0\u00a0\u00a0\u00a0 <\/strong> Appoint your Web Ambassador<\/strong><\/p>\n

Where does your web presence \u201clive\u201d in your organization, and who should be in charge of it?\u00a0 We\u2019re used to hierarchical corporate structures, with clear reporting lines and budgetary allocations, and with every activity assigned to an appropriate \u201cbox\u201d.<\/p>\n

However, your web and social media presence can have an impact across your entire organization, and can affect pretty much everything that you do, for better or worse.\u00a0 I suggest that an entirely new and senior position is required to oversee this very powerful undertaking.<\/p>\n

I call my concept the \u201cWeb Ambassador\u201d.\u00a0 Some organizations are starting to create this role, with titles such as \u201cChief Digital Officer\u201d, or \u201cChief Web Officer\u201d.\u00a0 Whichever name you choose, appointing an executive level officer with a 30,000ft perspective on your total digital presence is an essential requirement of good governance.<\/p>\n

2.\u00a0\u00a0\u00a0\u00a0\u00a0 <\/strong> Think Outside Departmental Boundaries<\/strong><\/p>\n

The traditional corporate structure can result in a potentially limited perspective for the ownership of the web presence.\u00a0 This in turn can seriously impede opportunities for cross-fertilization of revenue-generating opportunities, for coordination of customer communications, and for the sharing of important information used to improve overall online performance.\u00a0 It can also reduce the motivation of other employees to work towards your online success.<\/p>\n

The systematic planning and implementation of your digital presence across all areas of your business is another reason for my advocacy of the Web Ambassador position.<\/p>\n

3.\u00a0\u00a0\u00a0\u00a0\u00a0 <\/strong> Beware of Benchmarking and Best Practices<\/strong><\/p>\n

A favorite question of executives looking to evaluate their online performance (and thereby the performance of their hires) is \u201cHow do we compare with others in our industry?\u201d<\/p>\n

The problem with this type of thinking is that you need to know whether you\u2019re comparing apples with apples when looking at others\u2019 results and techniques. If you\u2019re not, then the numbers may mislead rather than help you.<\/p>\n

Make sure that you understand whether external standards work for your business model and how they relate to your specific goals, before you develop plans for adopting them.<\/p>\n

4.\u00a0\u00a0\u00a0\u00a0\u00a0 <\/strong> Watch for Experts Who Speak from Silos<\/strong><\/p>\n

Operating an effective web presence requires many different skills and tasks, which are often performed by different personnel, either internal or external.\u00a0 These service providers report their results and ensuing recommendations, but from the often limited perspective of their specific area, and with the hope of making their efforts look as good as possible.<\/p>\n

This \u201csilo\u201d effect can have unforeseen negative impacts on other aspects of the business, or lead to poor decision-making because no one is monitoring the overall picture.\u00a0 Again, appointing a Web Ambassador should mitigate these problems.<\/p>\n

5.\u00a0\u00a0\u00a0\u00a0\u00a0 <\/strong> Feed the HiPPO<\/strong><\/p>\n

A popular term coined by Avinash Kaushik<\/a>, author of Web Analytics 2.0, <\/em>\u201cHiPPO\u201d stands for \u201cHighest Paid Person\u2019s Opinion\u201d.\u00a0 The term refers to situations where decisions are made on the basis of seniority rather than of expertise, or objective judgment.<\/p>\n

Unfortunately, many organizations are subject to HiPPO culture. In this scenario, clear results from user testing and reviews of web traffic analysis can be very helpful in presenting proven facts to support alternative recommendations.<\/p>\n

In my book, this rule is called \u201cNumbers and Testing Trump Politics\u201d<\/em>.\u00a0 It can be eye-opening to senior executives to clearly see the potential business lost, or where money has been spent to little or no effect.<\/p>\n

Further discussion and examples of all of these ideas are provided in my recent book 42 Rules for a Web Presence That Wins<\/em> <\/a> .\u00a0 <\/em>I welcome your thoughts and comments.<\/p>\n

Philippa Gamse, CMC is a web strategy consultant and speaker. She teaches digital and social media marketing at Hult International Business in San Francisco. Sample chapters of her book are available at http:\/\/www.WebsitesThatWin.com\/<\/a><\/em><\/p>\n

Kickstart your career right next door to Silicon Valley by studying at Hult’s San Francisco business school<\/a>. To find out more, take a look at our blog A story about why I chose Hult San Francisco<\/a>. Download a brochure or get in touch today to find out how Hult can help you to learn about the business world, the future, and yourself.<\/p>\n","protected":false},"excerpt":{"rendered":"

Professor Gamse is a web strategy consultant and teaches digital and social media marketing at Hult International Business School in San Francisco. By Philippa Gamse Last week, I presented a…<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[24],"tags":[],"yoast_head":"\n5 Essential Leadership Rules for a Web Presence that Wins | Hult International Business School<\/title>\n<meta name=\"description\" content=\"Professor Gamse is a web strategy consultant and teaches digital and social media marketing at Hult International Business School in San Francisco.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"5 Essential Leadership Rules for a Web Presence that Wins | Hult International Business School\" \/>\n<meta property=\"og:description\" content=\"Professor Gamse is a web strategy consultant and teaches digital and social media marketing at Hult International Business School in San Francisco.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.hult.edu\/blog\/5-essential-leadership-rules-for-a-web-presence-that-wins\/\" \/>\n<meta property=\"og:site_name\" content=\"Hult International Business School\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Hult\" \/>\n<meta property=\"article:published_time\" content=\"2012-10-31T20:09:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-07-10T08:27:14+00:00\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@Hult_Business\" \/>\n<meta name=\"twitter:site\" content=\"@Hult_Business\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.hult.edu\/blog\/#organization\",\"name\":\"Hult International Business School\",\"url\":\"https:\/\/www.hult.edu\/blog\/\",\"sameAs\":[\"https:\/\/www.facebook.com\/Hult\",\"https:\/\/www.instagram.com\/hultbusinessschool\/\",\"https:\/\/www.linkedin.com\/school\/hult\/\",\"https:\/\/www.youtube.com\/hult\",\"https:\/\/twitter.com\/Hult_Business\"],\"logo\":{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/www.hult.edu\/blog\/#logo\",\"inLanguage\":\"en-US\",\"url\":\"https:\/\/www.hult.edu\/blog\/media\/uploads\/2022\/08\/hult-social-profile.png\",\"contentUrl\":\"https:\/\/www.hult.edu\/blog\/media\/uploads\/2022\/08\/hult-social-profile.png\",\"width\":400,\"height\":400,\"caption\":\"Hult International Business School\"},\"image\":{\"@id\":\"https:\/\/www.hult.edu\/blog\/#logo\"}},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.hult.edu\/blog\/#website\",\"url\":\"https:\/\/www.hult.edu\/blog\/\",\"name\":\"Hult International Business School\",\"description\":\"The latest insights and stories from Hult International Business School\",\"publisher\":{\"@id\":\"https:\/\/www.hult.edu\/blog\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.hult.edu\/blog\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.hult.edu\/blog\/5-essential-leadership-rules-for-a-web-presence-that-wins\/#webpage\",\"url\":\"https:\/\/www.hult.edu\/blog\/5-essential-leadership-rules-for-a-web-presence-that-wins\/\",\"name\":\"5 Essential Leadership Rules for a Web Presence that Wins | Hult International Business School\",\"isPartOf\":{\"@id\":\"https:\/\/www.hult.edu\/blog\/#website\"},\"datePublished\":\"2012-10-31T20:09:00+00:00\",\"dateModified\":\"2019-07-10T08:27:14+00:00\",\"description\":\"Professor Gamse is a web strategy consultant and teaches digital and social media marketing at Hult International Business School in San Francisco.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.hult.edu\/blog\/5-essential-leadership-rules-for-a-web-presence-that-wins\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.hult.edu\/blog\/5-essential-leadership-rules-for-a-web-presence-that-wins\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.hult.edu\/blog\/5-essential-leadership-rules-for-a-web-presence-that-wins\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.hult.edu\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"5 Essential Leadership Rules for a Web Presence that Wins\"}]},{\"@type\":\"Article\",\"@id\":\"https:\/\/www.hult.edu\/blog\/5-essential-leadership-rules-for-a-web-presence-that-wins\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.hult.edu\/blog\/5-essential-leadership-rules-for-a-web-presence-that-wins\/#webpage\"},\"author\":{\"@id\":\"https:\/\/www.hult.edu\/blog\/#\/schema\/person\/dbe8d3fbe34eef3c731cd9bd7018d078\"},\"headline\":\"5 Essential Leadership Rules for a Web Presence that Wins\",\"datePublished\":\"2012-10-31T20:09:00+00:00\",\"dateModified\":\"2019-07-10T08:27:14+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.hult.edu\/blog\/5-essential-leadership-rules-for-a-web-presence-that-wins\/#webpage\"},\"wordCount\":751,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.hult.edu\/blog\/#organization\"},\"articleSection\":[\"Archive\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.hult.edu\/blog\/5-essential-leadership-rules-for-a-web-presence-that-wins\/#respond\"]}]},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.hult.edu\/blog\/#\/schema\/person\/dbe8d3fbe34eef3c731cd9bd7018d078\",\"name\":\"Hult News\",\"image\":{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/www.hult.edu\/blog\/#personlogo\",\"inLanguage\":\"en-US\",\"url\":\"https:\/\/www.hult.edu\/blog\/media\/uploads\/2018\/04\/logo-100x100.png\",\"contentUrl\":\"https:\/\/www.hult.edu\/blog\/media\/uploads\/2018\/04\/logo-100x100.png\",\"caption\":\"Hult News\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"5 Essential Leadership Rules for a Web Presence that Wins | Hult International Business School","description":"Professor Gamse is a web strategy consultant and teaches digital and social media marketing at Hult International Business School in San Francisco.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"og_locale":"en_US","og_type":"article","og_title":"5 Essential Leadership Rules for a Web Presence that Wins | Hult International Business School","og_description":"Professor Gamse is a web strategy consultant and teaches digital and social media marketing at Hult International Business School in San Francisco.","og_url":"https:\/\/www.hult.edu\/blog\/5-essential-leadership-rules-for-a-web-presence-that-wins\/","og_site_name":"Hult International Business School","article_publisher":"https:\/\/www.facebook.com\/Hult","article_published_time":"2012-10-31T20:09:00+00:00","article_modified_time":"2019-07-10T08:27:14+00:00","twitter_card":"summary_large_image","twitter_creator":"@Hult_Business","twitter_site":"@Hult_Business","schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Organization","@id":"https:\/\/www.hult.edu\/blog\/#organization","name":"Hult International Business School","url":"https:\/\/www.hult.edu\/blog\/","sameAs":["https:\/\/www.facebook.com\/Hult","https:\/\/www.instagram.com\/hultbusinessschool\/","https:\/\/www.linkedin.com\/school\/hult\/","https:\/\/www.youtube.com\/hult","https:\/\/twitter.com\/Hult_Business"],"logo":{"@type":"ImageObject","@id":"https:\/\/www.hult.edu\/blog\/#logo","inLanguage":"en-US","url":"https:\/\/www.hult.edu\/blog\/media\/uploads\/2022\/08\/hult-social-profile.png","contentUrl":"https:\/\/www.hult.edu\/blog\/media\/uploads\/2022\/08\/hult-social-profile.png","width":400,"height":400,"caption":"Hult International Business School"},"image":{"@id":"https:\/\/www.hult.edu\/blog\/#logo"}},{"@type":"WebSite","@id":"https:\/\/www.hult.edu\/blog\/#website","url":"https:\/\/www.hult.edu\/blog\/","name":"Hult International Business School","description":"The latest insights and stories from Hult International Business School","publisher":{"@id":"https:\/\/www.hult.edu\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.hult.edu\/blog\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/www.hult.edu\/blog\/5-essential-leadership-rules-for-a-web-presence-that-wins\/#webpage","url":"https:\/\/www.hult.edu\/blog\/5-essential-leadership-rules-for-a-web-presence-that-wins\/","name":"5 Essential Leadership Rules for a Web Presence that Wins | Hult International Business School","isPartOf":{"@id":"https:\/\/www.hult.edu\/blog\/#website"},"datePublished":"2012-10-31T20:09:00+00:00","dateModified":"2019-07-10T08:27:14+00:00","description":"Professor Gamse is a web strategy consultant and teaches digital and social media marketing at Hult International Business School in San Francisco.","breadcrumb":{"@id":"https:\/\/www.hult.edu\/blog\/5-essential-leadership-rules-for-a-web-presence-that-wins\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.hult.edu\/blog\/5-essential-leadership-rules-for-a-web-presence-that-wins\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/www.hult.edu\/blog\/5-essential-leadership-rules-for-a-web-presence-that-wins\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.hult.edu\/blog\/"},{"@type":"ListItem","position":2,"name":"5 Essential Leadership Rules for a Web Presence that Wins"}]},{"@type":"Article","@id":"https:\/\/www.hult.edu\/blog\/5-essential-leadership-rules-for-a-web-presence-that-wins\/#article","isPartOf":{"@id":"https:\/\/www.hult.edu\/blog\/5-essential-leadership-rules-for-a-web-presence-that-wins\/#webpage"},"author":{"@id":"https:\/\/www.hult.edu\/blog\/#\/schema\/person\/dbe8d3fbe34eef3c731cd9bd7018d078"},"headline":"5 Essential Leadership Rules for a Web Presence that Wins","datePublished":"2012-10-31T20:09:00+00:00","dateModified":"2019-07-10T08:27:14+00:00","mainEntityOfPage":{"@id":"https:\/\/www.hult.edu\/blog\/5-essential-leadership-rules-for-a-web-presence-that-wins\/#webpage"},"wordCount":751,"commentCount":0,"publisher":{"@id":"https:\/\/www.hult.edu\/blog\/#organization"},"articleSection":["Archive"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.hult.edu\/blog\/5-essential-leadership-rules-for-a-web-presence-that-wins\/#respond"]}]},{"@type":"Person","@id":"https:\/\/www.hult.edu\/blog\/#\/schema\/person\/dbe8d3fbe34eef3c731cd9bd7018d078","name":"Hult News","image":{"@type":"ImageObject","@id":"https:\/\/www.hult.edu\/blog\/#personlogo","inLanguage":"en-US","url":"https:\/\/www.hult.edu\/blog\/media\/uploads\/2018\/04\/logo-100x100.png","contentUrl":"https:\/\/www.hult.edu\/blog\/media\/uploads\/2018\/04\/logo-100x100.png","caption":"Hult News"}}]}},"_links":{"self":[{"href":"https:\/\/www.hult.edu\/blog\/wp-json\/wp\/v2\/posts\/441"}],"collection":[{"href":"https:\/\/www.hult.edu\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.hult.edu\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.hult.edu\/blog\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.hult.edu\/blog\/wp-json\/wp\/v2\/comments?post=441"}],"version-history":[{"count":2,"href":"https:\/\/www.hult.edu\/blog\/wp-json\/wp\/v2\/posts\/441\/revisions"}],"predecessor-version":[{"id":19340,"href":"https:\/\/www.hult.edu\/blog\/wp-json\/wp\/v2\/posts\/441\/revisions\/19340"}],"wp:attachment":[{"href":"https:\/\/www.hult.edu\/blog\/wp-json\/wp\/v2\/media?parent=441"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.hult.edu\/blog\/wp-json\/wp\/v2\/categories?post=441"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.hult.edu\/blog\/wp-json\/wp\/v2\/tags?post=441"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}