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Strategic Planning for the Web: Goals, Objectives and Tactics for Communicating Heritage

Author(s): Jeffery K Guin

Year: 2013

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Archaeologists have been early adopters of digital technologies relative to other heritage-related professions. But how often are their online communications initiatives informed by audience-based strategic intention? The pervasiveness of online tools makes engagement ever easier, and as a result, a less meaningful measure of influence. Conversely, planning for digital communications is often an uncomfortable and intensive process that results in more effective online initiatives by clarifying audiences and expectations. This paper will illustrate commonalities between strategic planning approaches of organizations that seek to advocate for heritage resources through the web. Methods examined will include the development of measurable tactics to gain internal buy-in, leverage online partnerships and determine appropriate engagement tools.

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Strategic Planning for the Web: Goals, Objectives and Tactics for Communicating Heritage. Jeffery K Guin. Presented at Society for Historical Archaeology, Leicester, England, U.K. 2013 ( tDAR id: 428328)


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min long: -129.199; min lat: 24.495 ; max long: -66.973; max lat: 49.359 ;

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PaperId(s): 507

Arizona State University The Andrew W. Mellon Foundation National Science Foundation National Endowment for the Humanities Society for American Archaeology Archaeological Institute of America