Welcome to the second blog getting us ready for our new Siteimprove Academy eLearning course: 'Managing Chaos: Digital Governance by Design'. The course is a collaboration with digital governance expert Lisa Welchman.

The second course module explains how to build a successful digital team for your organization.

In our first blog in this series, you learned that the number one goal of using a digital governance framework is to make clear the roles and responsibilities within an organization’s digital team. But if you don’t know who is in that team or what they do, it is almost impossible to assign digital governance authority properly.

Do you really know who’s in your digital team?

Your digital team is the full set of people required to keep your organization’s digital presence up and running.

Of course, there are the visible, hands-on employees who regularly create, publish and share content on your organization’s website and social media channels. But your team doesn’t end there—digital teams are much larger and more widely dispersed than most organizations realize.

Beyond the marketing, communications, and IT functions, there are also casual content contributors, business unit web managers, and supporting software vendors. Your digital team also includes employees who support your digital efforts in less obvious ways. This can be non-digital stakeholders who have a vested interest in the effectiveness of your organization’s online efforts, application developers, and even groups outside of your organization that enable your digital strategy, such as your Content Management System (CMS) provider. 

Think of your digital team as an iceberg. It’s impossible to see its true size and power when you are looking at the surface. But beneath the surface an organization might have 10, 100, or even 1,000 employees and a range of external support vendors driving their online presence.

Iceberg floating in water representing size of digital teams

Why do I need to transform my digital team?

Organizations spend a lot of time and money making their web presence bigger and bolder, but less time organizing and optimizing the team behind it.

Why is that a problem?

  • Poorly organized and inefficient digital teams deliver a poorly organized and ineffective digital presence
  • Disorganization results in effort redundancy—which can lead to a disjointed customer journey, or even losing money through multiple back-end systems that provide the same services
  • A narrow view of the digital team reinforces the idea that digital is a tactical function and not a strategic one – stealing away important planning and resource management resources
  • It minimizes the deep and broad information and technical issues that must be to do digital well and safely for your organization and your users

The point is that digital teams are often extensive and badly organized, and that’s when digital governance becomes essential, to keep all the players aligned, in harmony and delivering great results.

What are the roles and responsibilities of my digital team?

If you don’t identify the members of your digital team and their roles and responsibilities, you have no way of understanding what they need to do their job successfully, or how to communicate to them the rules of your digital strategy.

There are four components of every digital team:

  • Core team
  • Distributed team
  • Working Groups and councils
  • Extended team

The core team defines and implements the organization’s main digital platform and establishes organizational standards. These people implement and support the digital shared services used by the full digital team.

The distributed team produces and maintains specific aspects of the organization’s digital presence using its business expertise or specialized knowledge.

Committees, councils, and working groups bring together functionally siloed resources to achieve a specific digital goal or to provide organization-wide oversight of digital efforts.

The extended digital team includes non-employees that support the organization’s digital presence.

Take our Siteimprove Academy course to learn more

Now you know who should belong in your digital team, and what area of responsibility they have. So, what’s the next step?

To find out the next steps and learn more about how structuring your digital team adds more value to your organization, check out our Siteimprove Academy eLearning course, Managing Chaos: Digital Governance by Design.