Giraffe Forum today notes the future of Web management is evidence based. There is a reason why McDonad’s, Wal-Mart and Amazon’s of the world continue to succeed – decisions are made based on what clients want. What a profound concept.

Managing the Web in a political organization seems to fly in the face of this wisdom. Perhaps because we are not a Wal-Mart of Amazon and it’s perceived, because no financial transactions exist, that we don’t have real customers. In the world of social media, Web managers must help others recognize the relations based on loyalty, trust, transparency and engagement mean as much, if not more than those based on a shopping cart check out.

How much evidence is needed before it becomes clear our internal governance is presenting us from delivering on that evidence? Usability testing, traffic analysis, focus group testing, online survey, content inventory, we’ve done it all. Now, it ultimately boils down to who manages the Web presence and ensuring decisions are made by those closest to the evidence.

Fortunately, I’ve attended Web governance conferences with Lisa Welchman and have spent a week at the Web 2.0 Expo and have gathered my own evidence. I met with U.S Government Web managers who have been making tremendous strides in the last years and are now looking to continue, energized by a web-savy administration.

These conferences and my drive for decision making based on those we should serve has once again armed me with a desire to usher in a new era of Web management in an organization seeped in political culture. Without adopting the proper decision-making for the management of our online presence, we will be forever cemented in a non-transparent Web 1.0 world, a risky place for the Government to be.

Action plan to come.

M.