COMM 260, Principles of Internet Web-Based Design
Instructor: Ross Collins

Lecture Synopsis Two: Roles of a Webmaster

People with all kinds of backgrounds end up as webmasters, but mostly they fall into three areas: computer programmers, mass communication professionals (design, photography, writing), and marketing-business specialists. In the early days of the web (1994-97), when web sites were curiosities but not critical to business success, one person often took on all roles, from site design to site maintenance. While this still occurs today, it is less true; the web has become integral to many businesses and organizations, so webmaster teams have been established reflecting several specialties.

These normally high-profile people need competence in programming, design, content, marketing and internal promotion. That last one is important because the web is still new for many people--few organizations have relied on web sites more than 10 years. Change is difficult for some of us, and the web marks a major conceptual change in the way businesses communicate and sell. (It's interesting to note that while we as humans like to explore and try new things, we tend to make the new into something familiar. Hence exchange students at overseas universities sticking together in packs and eating at McDonalds.) Webmasters need to rely on persuasive skills to move organizations to new ground on the internet.

Web design teams often comprise these specialties:

1. The computer-savvy webmaster.

• Systems architecture.
• Data-Base Administrator (DBA).
• Systems administrator.
• Developer/programmer.
• HTML coder.

2. Content webmaster.

• Choose content.
• Establish style/branding.

3. Design and production webmaster.

• Page layout.
• Web-building software knowledge.

4. Marketing/business webmaster.

• Sell and promote a web site.

5. Executive webmaster.

• Manager of the entire project.

Copyright 2004 by Ross F. Collins <www.ndsu.edu/communication/collins>