The Changing Role and Purpose of the School Website
The role, purpose and importance of the school website is changing at pace in those schools globally that have moved to a digital operational base, are on track to normalise the use of the digital throughout and which are rapidly creating their own, unique, tightly integrated digital ecosystem.
The digital evolution that is transforming every facet of these schools is profoundly impacting those school’s websites, moving the website from its traditional peripheral position to being core and critical to the school’s everyday operations, its teaching, growth, evolution and enhanced performance and productivity.
The time has come when all schools and education authorities need to recognise that change, and the profound implications that flow at both the school and education authority level.
Moreover they would be as well to grasp the critical reality that with society normalising the everyday use of the digital, digital transformation and the movement of the digital schools away from the loosely coupled, segmented, almost silo like, organisation to a form that is evermore tightly integrated the part played by the school website fundamentally changes, both in nature and standing.
In the traditional highly segmented, insular paper based school the website has been viewed as but one of the many largely discrete parts of the school, largely peripheral to the everyday teaching. In many instances it has been window dressing, sometimes very high quality window dressing but in the main it has done little to enhance the pedagogy or student learning.
Crucially the online experience has been viewed as separate from and lesser than the physical.
In marked contrast within digitally based schools an apposite, dynamic, ever evolving, working website is central to virtually every operation, including the school’s 24/7/365 teaching.
Indeed without that website schools cannot create their desired digital ecosystem and successfully realise their shaping educational and digital vision.
Try and imagine how organisations like Apple, Amazon, News Ltd or the Tax Office could operate without their websites and you’ll begin to appreciate how critical they are to the workings and growth of digitally based schools.
That fundamental difference needs to be understood and the discussions begun at the school and system level on what is required to move forward.