HUD's Web Management Operating Procedures

Secton 1: Roles And Responsibilities

A: Roles of All Web Managers

Web Managers at HUD have 7 major roles:

1. Writers/Editors/Communicators: Act as editor-in-chief of the web products. Determine the focus, organize the content, write the segues, make sure we use plain language, manage the tone.
   
   
   • How Do We Do It? We know and understand our audiences. We test our content to make sure that each page has a clear purpose. We apply writing standards and rules for plain language. We test content with someone who knows nothing about it before we post it. We know that "less is more" on the web, and we use our editing knowledge to make sure that our content communicates effectively for the intended audience.
     
     
2. Consultants/Entrepreneurs: Help managers figure out how to use the web to achieve their missions and reach their goals. Stir the pot and create business for the web.
   
   
   • How Do We Do It? Know HUD's mission and goals. Get familiar with the Secretary's priorities and think about ways to use the web products to further them. Find out what managers want to do, and take ideas to them. Meet with your organization executives and Office and Division Directors. Inspire and excite them by showing them "what's in it for them." Get on the agenda of management meetings. Tell them what you're doing, and invite their ideas. Show that you know what they do, and tell them how HUD's web products can help them do it better.
     
     
3. Advocates: Listen to our audiences - citizens, partners, employees.
   
   
   • How Do We Do It? Conduct focus groups, monitor email, collect the "good stories," get out and talk to the people. Learn what our audiences want and need, and make sure our web products deliver. Invite audience groups to meet with you. Tell them what you're doing. Seek and observe their reactions. Go to homebuyer fairs, Neighborhood Networks centers, and other HUD events attended by the public - and talk to the folks. Keep your ears open for new ideas - you never know where they'll come from...evening news, conversations with neighbors, local talk shows. Email people who email you, and ask them for their ideas. People love to be asked for their opinions.
     
     
4. Marketers: Go out and tell our audiences what HUD has to offer.
   
   
   • How Do We Do It? Demo our websites at conferences, trade meetings, state fairs, home and garden shows - anyplace there are potential homebuyers, renters, community organizers, or HUD partners. Take advantage of marketing efforts of other HUD staff to piggyback web marketing. Seek successful marketers - pick their brains! Contact Web Clinic alumni - help them organize a public service night where they tell citizens about their services and their websites. And then you can talk about HUD's website. Distribute HUD web brochures to libraries, grocery stores, and other places with free public displays.
     
     
5. Teachers: Show staff how to use the web, in general, and our websites, in particular, so they can help our customers use the site successfully.
   
   
   • How Do We Do It? Set up "drop in" sessions where staff can stop by and ask questions about how to use the websites. Set up mini-training sessions during lunch hour - showcase two or three great things about our websites.
     
     
6. Visionaries: Look to the future. Think about new ways to use the web to serve HUD managers and our audiences. Inspire creativity in others with our own passion for what we do. Know what's going on across government with the web, and make sure HUD is a part of it.
   
   
   • How Do We Do It? Find out what other government agencies are doing, and figure out how we might do similar kinds of things. Monitor webcontent.gov to learn the latest trends and news. Participate in the Web Content Managers Forum and in interagency web management task groups. Attend interagency workshops. Read about new technologies - think how we can use them to serve citizens. Spend time each week pondering this question: what could we do with the web to serve citizens better? Brainstorm with one another. Brainstorm with family and friends. Think big - dream big.
     
     
7. Managers: Web content is a product that needs to be managed like any other product. Develop production plans, monitor progress, trouble-shoot problems, and measure success.
   
   
   • How Do We Do It? We plan and organize our time to be as efficient as possible. We use our resources effectively. We identify potential problems and either address them or elevate them to the appropriate level, in a timely manner. We keep everyone who needs to know informed on our progress. We make the hard decisions, based on policies, procedures, common sense, and "doing the right thing for Americans."

HUD's web management organization chart is available in Appendix A.

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