Internet
Planning
(Part1)
Over
the next three months, The Agenda (a monthly
newsletter from TRG) will focus via articles on
the steadily increasing importance of the
Internet at all levels of business and
life.
While
the Internet is now a critical part of our
culture, there are many areas of understanding
around ownership, protection and control of
intellectual property, as well as positioning
and outreach that are not being reviewed
systematically to the extent they might
(and should) be.
These writings
will focus on a set of critical areas
including:
* Core
Concepts
*
Support
*
Access
*
Positioning
*
Interaction
*
Protection
*
Planning
Core
Concepts:
*
The Internet is a blend of methods, platforms
and entry ports.
*
The Internet serves as both a ‘highway’ and a
series of ‘tools’.
*
The worldwide web is ‘owned’ by the composite of
all entities and individuals who use
it.
*
The programs, systems, and named methods belong
in most cases to specific entities.
*
Those elements that are ‘universally’ owned are
evolving so fast that specific ‘owned’ program
extensions and specialized application often
belong to specific entities that have written
and control the application
extensions.
Support:
*
There is a vital need that all business
organizations have under their immediate control
both the talent and the fundamental programs
that both position their groups on the web and
can provide their groups’ offerings as
‘tools’.
*
At the minimum all groups should consider the
steps to bring their direct control to one or
more central websites.
*
Internal governance within groups as relates
their internet capabilities is of critical
importance.
*
The ability to adjust websites and both messages
and appearances should be under immediate
control, warranting specialized training for
members of internal support teams.
*
ALL leaders and advisors to business should have
knowledgeable support available in ‘Real Time’
with direct access to the primary website and
means of managing future
e-communication.
Access:
*
If there is a significant lag time in moving
from recognition of a need for new information
on the web, steps should be taken to adjust
this.
*
A principal concept is ‘two sets of eyes’
capable of reviewing all website content and
forming adjustments.
*
Well understood Policies & Procedures for
development, presentation and support is a high
priority.
In
September we will focus on Positioning and
Interaction, with a presentation of Protection
and Planning at the start of
October.
