FAO Web guide: 8.2 Promotion

Web Guide home 1. Introduction 2. Web publishing basics 3. Planning 4. Content collection 5. Design 6. Construction 7. Testing 8. Launch 9. Maintenance 10. Writing for the Web Resources 1.1 FAO and the Internet: What is an FAO Web site? 1.2 Quality criteria of Web sites 1.3 An introduction to Web accessibility at FAO 1.4 Electronic publishing at FAO 2.1 Content quality 2.2 Roles in Web publishing 2.3 Web site quality clearance and continuity 2.4 Policy and legal matters 2.5 Language coverage policy 2.6 Web site traffic monitoring 2.7 Static and dynamic content 2.8 Really Simple Syndication (RSS) 2.9 Social Media Guidelines 2.10 Current server structure at FAO 3.1 What and (who) is the site for and what is it about?3.2 Define the Web site subject scope 3.3 Define your audience 3.4 Identify resources 3.5 How to track and share planning decisions 4.1 Developing a content inventory 4.2 FAO content repositories 4.3 Metadata 5.1 Review user needs 5.2 Defining information architecture 5.3 Prepare interface design 5.4 Define technical implementation 5.5 Tracking design implementation 6.1 Management of files/naming 6.2 HTML and coding 6.3 Use of style sheets 6.4 Graphics 6.5 Conversion of electronic documents 6.6 Language encoding 6.7 Link management 6.8 Printable pages 6.9 Providing access to search 6.10 Domains, URLs and aliases 6.11 Tools 7.1 Testing approaches 7.2 How to use the test environment 8.1 Launch checklist 8.2 Promotion 9.1 Quality assurance and routine checking 9.2 Update procedures for Web sites 9.3 Web usage analysis 9.4 Evaluation of Web sites 10.1 Writing a page of text 10.2 Organizing your text on the page 10.3 How to optimize content for search engines 10.4 How to write feedback, error messages 10.5 Quotations 10.6 Non-discriminatory language Checklists Acronyms Newsletter Guidelines Policies Procedures Web resources Tag cloud Contacts 2.3a Data ownership 2.3b Regulation of access to servers 2.3c Clearance of Web sites by OCP 2.4a Country names, flags and maps 2.4b The fao.org domain, subdomains and root directories 2.4c Use of FAO emblem and logos 2.4d Politically sensitive material 2.6a FAO Web sites: the user perspective 2.6b How to gather user information: user research 2.6c Designing for the user 2.6d Page size and downloading 2.7a Static content 2.7b Dynamic content 2.7c Content Management Systems (CMS) 2.9a FAO and Facebook 2.9b FAO and Flickr 2.9c FAO and Google+2.9d FAO and LinkedIn 2.9e FAO and SlideShare 2.9f FAO and Twitter 2.9g FAO and Wikipedia 2.9h FAO and YouTube 4.3a What is metadata?4.3b Why embed metadata in Web pages?4.3c How to embed basic metadata in the HTML head section 4.3d How to create or improve current metadata 4.3e FAO standards for encoded metadata 4.3f Metadata, search engines and their robots 5.2a Identify Web pages and subject categories 5.2b Define navigation 5.2c Define metadata and search requirements 5.3a Corporate visual identity 5.3b Web site design usability principles 6.1a How to use the FTP server 6.2a HTML and XHTML 6.2b Browser compatibility 6.2c New windows and pop-ups 6.2d JavaScript 6.2e HTML title and metadata tags 6.3a CSS and Web accessibility 6.3b Cascading Style sheets (CSS) and browser compatibility 6.4a Graphic formats 6.4b Use of images on the Web 6.4c Photos 6.5a Converting Word documents into PDF 6.6a Guidelines for language encoding 6.6b Multilingual interfaces 6.7a Linking files across languages 6.7b Links to the FAO home page, FAO copyright and AskFAO 6.7c Absolute and relative links 6.7d Avoid spamming on e-mail addresses 6.8a How to prepare print-safe Web pages using CSS 6.8b Other ways of preparing print-safe Web pages 6.11a Recommended editing tools for Web site construction 6.11b Graphics, document and conversion tools 9.1a Maintaining quality 9.1b Content freshness
	Web Guide > webguide > 8. Launch > 8.2 Promotion
	8.2 Promotion Guideline It's great to have a new Web site, now you have to publicize it! Promoting your site with partners and external audiences is just as important as promoting it within FAO. Search engines count the number of times a page is linked to by other sites when they rank an entry on the results page. There are several easy ways of promoting your site that do not require large budgets or hours of labour. Intranet log-on message To post a message related to the launch of a new Web site, you should write to AFSI through the Director of the originating Division. Messages should not exceed six lines and should be submitted at least 48 hours before the posting date. Messages are usually displayed for one day only. Sample text: Newly designed TC Web sites now online! The Technical Cooperation Department is pleased to announce the launch of its newly designed Web sites. The sites have been redeveloped to increase understanding of TC's work and its role in promoting the expert knowledge of FAO's technical departments and decentralized offices. Please take a look: http://www.fao.org/tc/ OCP Press release Each department has a communication officer assigned by OCP. If you believe your Web site merits a press release on the Newsroom home page, contact your communications officer. Post a news item on other FAO Web sites There are other FAO Web sites where you could post a small news item on the launch of the new site. For example, Departmental or Divisional Web sites often have a news area where the latest news and events are posted. Find out who updates these sites and have your news posted there. Customized e-card to all contacts both internally and externally A great way of telling people that you are online is through e-cards that are sent via e-mail. The e-card text should be personalized depending on the audience. E-cards can be created by designing the card on a word document and copy and pasting into an e-mail. Sample e-card: Marketing materials Marketing materials that can be easily distributed during meetings, conferences and at other events where partners and potential Web audiences are present, is an ideal way to market the new URL address of the Web site. Following are some examples. Bookmarks (click here for an example); Small business-size cards; and Small leaflet (click here for an example).