The last six weeks or so of world class football has, amongst other things, served as a metaphor for the operation of a successful online presence.
For what has been glaringly obvious during the World Cup in Germany is that having superstars in your side is no guarantee of success. Think Brazil, Germany, France… And who, for instance, at the start of the competition would have put a wedge on Italy to win the World Cup on penalties?
By taking a critical, non-partisan perspective on the competition, it was clear that those countries who fielded 11 players operating as a team enjoyed the most success. Okay, some of it may not have been particularly pretty to watch at times, but the end product was invariably a result. Applying the same principles to a web site makes for a valid analogy as the purpose of both a web presence and a football team is the same: to win.
Let’s take a closer look to see if this analogy stands up to scrutiny.
The field of play – A site and a football side are both striving for a level playing field that environmentally is clearly delineated, regulated and controlled. A place, in fact, where both the players and the audience can interact safely and securely.
Team lines - Each has finite resources. The team is made up of individual components, each with identifiable roles and tasks but working together seamlessly towards a common goal. The most successful ‘teams’ are those which add up to more than the sum of their parts.
Big names - Having a star, a household name on your side is, as previously stated, no guarantee of success. In the end, your star is only as good as those around him.
Strategy and tactics – No team, virtual or football, should go on the park without a game plan. The defence, mid-field and strikers need to be clear in their own minds how they all mesh together, what is expected of them and their respective roles and responsibilities. Ultimately, it is the web master/coach that configures his team to work together in a flowing and logical manner, geared at all times towards the result: beating the opposition and getting their hands on the silverware.
Backroom staff – No coach/web site owner is an island. They are surrounded by an experienced well-proven team to advise them. When it comes to kick off time, though, the person in the dug-out makes the calls and is last port of call for the buck.
Technical area – No coach/web site owner should be prepared to sit back and let events unfold after the kick off. Anyone worthy of the title must be on hand to oversee the action and to take the in-game tactical decisions that will affect the outcome and performance of their side.
Sometimes, circumstances over which there is no control will occur and the coach/web site owner must be able to react swiftly and efficiently to address any arising issues. Not being afraid to try new things or to make changes are positive assets.
Often, many coaches/web site owners lose out by procrastinating over substitutions. Hoping things will sort themselves out in the end doesn’t always work; a bold move or fresh pair of legs may be just the thing to unsettle the opposition.
Playing a long game – Results should not be viewed in isolation. You may be only as good as your last game, but each goes towards building up a track-record of performance. Statistics, then, are important to put matters in perspective and context. (Ask John Motson) Stats give you the big picture on how your team is performing over time.
Transfers/pool of players – Towards the end of the season, the forward- looking manager takes stock and makes plans. Weaknesses and strengths are discussed and actions proposed. Resolution of the stock taking/planning exercise is usually determined by budgetary considerations. Next season is always just around the corner.
Managing expectations – In this era of instant gratification and 24 hour shopping, the progressive manager realises that creating a winning team takes time, effort and money. As is so often the case, you only get out what you put in. Building a successful team - online and off - takes time…so does creating a strong and loyal support. Don’t be too downhearted if early results aren’t quite what you expected at the outset.
Being over the moon with your web site is down to you – the manager.
