| Recommendations for Setting-up and Executing a Company Internet Program
By Richard Torian April 23, 2010 Introduction. The purpose of this article is to present 10 recommendations on optimizing Internet use in a company. Hopefully, these recommendations will help implement and insure the use of a critical asset - the Internet Program. Because the Internet has become such a powerful system that can greatly benefit a company’s welfare, companies should view the use of the Internet as a critical intangible asset. Although most companies recognize this, this view does not necessarily translate into a company’s good performance in using this indispensable intangible asset (the Internet). The 10 recommendations that follow are hopefully actions that not only will optimize a company’s Internet Program, but actions that can be continuously measured and then improved. When used, these measurements should improve the overall Internet Program and increase the benefits of this program for the company’s welfare. The Internet Program here does not mean traditional information technology department’s activities such as insuring safe access to the Internet, although such access is a supporting component of the Program. The Internet Program met here is strategic – the Program changes the way the company views itself, how it reaches its goals, how it conducts it operations. The Program's focus is on using information on the Internet and using the Internet as a connecting tool to enhance the company’s success. The ideas in this article are not just applicable on a company-wide basis, but could also be applicable to departments within a company, such as the accounting department. Recommendation # 1. Establish a Website Only for Use by the Company’s Internet Program. This website is where links to information on the Internet, and other attributes, needed by the company, are maintained. The website would not be a public website, a website for public use (e.g. the website will not be submitted to search engines and will use scripting technology that direct search engines not to index the website). One purpose of the website is to serve as a company-wide bookmarking tool. As the website grows and develops, the site should serve as a reservoir of quickly assessed links to information, a source of information, needed by the company in all its operations. The value of the website will depend on the creativity and effort put into its development by the company. Standards and procedures should be established to guide the website’s development. The website will serve as the focal point of the company’s Internet Program. Recommendation # 2. Establish the Internet Program As a Critical Business Operation. For the Internet Program to gain company “criticality”, the program's performance needs to be of critical importance to the company’s leaders. Performance measurements need to be available to those leaders that show the program’s contributions. Create performance measurements to measure these contributions. Use recommendations in this article as performance measurements. Set aside company leaders' time to meet to review, direct, and evaluate the Internet Program. The company leaders need to establish written guidance governing the Internet Program, including the program’s expectations. A major measurement of the Program will be the value the Program brings to the company. Recommendation # 3. Establish a Position (At Least Part Time), Filled By a Qualified Person, To Lead the Internet Program. To elevate the Internet Program to a criticality status, resources need to be applied against the Program. Personnel expenses are such resources. Also, importantly, a dedicated, qualified person needs to be responsible and be measured on the program’s success. Recommendation # 4. Meet Regularly to Brainstorm Current and Future Use of the Internet Program. Active meetings for suggestions on the Program's improvement, with all Internet users, should be regularly scheduled. Having regular meetings to discuss the Program is as necessary as regular meetings on any other critical company programs. Recommendation #5. Provide Regular, Required Training To All Employees. Establish a schedule of training. Have training goals to increase Internet searching and use skills, and processes on applying the Internet to business improvements. Such training has multiple benefits for employees receiving the training. The Internet will continue to offer much to employees to enable them to be more valuable to the company. The company needs to have a training program that informs employees on how the Internet can help the employee be more productive. Relying on the employees’ own initiatives to discover the multiple uses of the Internet is not enough. Effective use of the Internet requires training and skills. Believing that all that is necessary for successful Internet use is using a search engine, with individually-developed skills and individual initiative, is a big mistake. Recommendation # 6. Seek Out and Use Software and Applications That Improve Internet and Information Use. Internet information handling tools, techniques, and applications rapidly develop. An example is the development of mashups, e.g. the use of maps to show geographical locations of company-related transactions. Using the Internet as a communication tool, e.g. in video conferencing, telephoning, and messaging, continues to evolve. The company’s Internet Program should insure that these developments are discovered by the company and that a company-directed implementation of useful developments is in place, so that these capabilities are timely and readily available within the company. Relying on individuals to find and implement such developments on an individual by individual, hit or miss fashion, is not enough. Recommendation # 7. Establish a Strong Record Management System That Is a Component of the Internet Program. Because of the need to use electronic storage and various resources on the Internet that offer electronic storage and record management capabilities, the Internet Program needs to have as a component, the overall company’s record management program. Electronic storage is a continuously developing technology that the company needs to understand and use correctly in order to optimize the benefit that can be brought to the company from electronic storage, in conjunction with Internet technologies. Recommendation # 8. Use Available Resources in the Local Community, Not Available In the Company. Public libraries can have Internet-related resources, such as subscription databases, that are available to company personnel. Such databases can increase useful information retrieved and used by the company. Visit and survey public libraries to determine available Internet resources not available within the company. Recommendation # 9. Keep Up To Date On Developments, Concepts, and Applications in Knowledge Management. The company needs to insure that ideas, concepts, and applications evolving in the discipline of knowledge management are understood. Knowledge management encompasses an Internet Program and can greatly increase the company’s future intellectual capital success. An important part of knowledge management is the perspectives and skills of the company’s intellectual capital. A major goal of the Internet Program should be to change the perspectives and increase the skills of this intellectual capital. Recommendation # 10. Consult With Information Professionals Both Initially and Continually to Improve the Internet Program. Relying only on company personnel for implementing the recommendations in this article, and other aspects of an Internet Program, will not result in an optimal Internet Program. A body of information professionals, with specialized information science training and experiences, is available for consultation. Finding appropriate information professionals to consult with is recommended. Please click here to return to the Management Accounting Information Center front page. Please click here to send an email with comments on this article. |