Aligning Web information policy with strategic organizational goals: preliminary case study findings

During the 1990s the World Wide Web emerged, providing communication capabilities to individuals and organizations that had not previously existed. However, the very power of the Web also amplified weaknesses and ambiguities in organizational information policy and practice. We present preliminary findings from a case study of the Washington State Department of Transportation (WSDOT) and its attempt to utilize Web-based technology to achieve existing organizational goals. When WSDOT traffic managers used the organization´s Web site to fulfill operations goals, they did not always recognize the potential impact on administrative goals to brand organizational information, improve public relations and enhance legislative funding. The preliminary findings of this ongoing case study demonstrate that fulfilling organizational objectives through the World Wide Web requires well-defined communication goals, aligned with larger strategic objectives, prior to implementation of the Web-based policy and practice.