Q&A: Rethinking Decentralization – Michigan's Evolving Web Ecosystem

How would you describe the overall structure of Michigan’s web ecosystem?

Michigan’s web ecosystem is highly decentralized, and that structure is deeply tied to how the institution is funded and governed. Schools report to deans, and those deans are directly accountable for enrollment, reputation, and financial sustainability. As a result, each school tends to operate as a microcosm of the larger university, with its own communications, marketing, and technology needs.

This decentralized model extends to the web. Responsibility for websites largely sits with individual units, while central IT focuses on providing infrastructure rather than prescriptive platforms.

How has Michigan’s web ecosystem evolved? What have you learned?

At one point, central communications ran a WordPress multisite with shared templates that supported more than 100 sites. While it worked well for some groups, it struggled to gain traction with units that wanted greater control and differentiation.

We learned an important lesson: centralization without trust and flexibility creates churn. 

The current approach is the result of significant institutional learning. ITS has been very intentional about gathering business requirements and talking to campus technologists and communicators. This has led to the procurement of enterprise tools, such as enterprise web hosting, document management, donor and alumni relationship tool, identity management and single-sign-on, DAM, and academic video hosting, that meet the decentralized needs while providing security, consistency and value.  

 
Given the decentralized model, what does Michigan provide centrally today?

While central IT doesn’t dictate platforms, it does provide platforms and tools to support unit success. Central communications provides design standards and support best practices. These standards live in tools like on our brand website, which offers guidance around color palettes, accessibility, and usability, and in our enterprise DAM which we call the Digital Asset Collaborative (DAC).  

Rather than enforcing a single system, the goal is to give units a shared foundation they can adapt — reinforcing consistency without undermining autonomy. Communicators and technologists across campus tend to be collaborative and aligned with the university’s goals which contributes to the success of this approach.


Have any parts of the university found success with more standardized approaches?

Yes, particularly where mission alignment outweighs the need for differentiation. The research enterprise provides a strong example. Research is highly distributed across campus, but the Office of Research has introduced shared templates and site structures for research-related units. 

The premise is simple: it’s acceptable — even desirable — for research sites to look consistent, because credibility comes from content quality, not visual distinction. This approach has helped move units away from one-off solutions and toward a more sustainable shared model.

The Office of the Vice President for Communications (OVPC) still maintains a WordPress multisite environment for efficiency and ease of maintenance. Several other units on campus have also adopted a multi-site environment for their own family of sites or for specific needs like faculty websites
 

Shifting gears, how are prospects’ changing behaviors influencing your thinking about web strategy?

Discovery has fundamentally shifted away from institutional websites as the primary entry point. Prospective students and other audiences increasingly start on platforms like YouTube, TikTok, and other social channels — often treating them as search engines in their own right.

YouTube, in particular, has emerged as a critical discovery platform. Prospective student audiences use it not just to watch content, but to research decisions, learn processes, and evaluate options. This shift has prompted Michigan to rethink video strategy as storytelling and discovery, not just as an asset repository for websites.
 

What are some examples of how Michigan is using YouTube to connect with prospective students?

Student housing is a great example. Incoming students were already searching YouTube to understand where to live, so instead of forcing them back to the website, Michigan partnered with a student intern who already had a strong TikTok presence. Short, authentic videos about dorm life were published both on institutional channels and personal platforms, with strong engagement and reach.

Another standout example is the Law School’s admissions content. During the pandemic, the Dean of Admissions began publishing short, practical videos explaining the law school application process. While not explicitly promotional, the content built trust, raised the school’s profile, and positioned Michigan more prominently in applicants’ consideration sets.

How does this shift affect the role of Michigan’s university website?

The website increasingly serves as a destination for answers rather than exploration. Users arrive expecting clarity, efficiency, and direct information — not broad brand storytelling. Much of the emotional and experiential narrative now happens elsewhere, particularly on social platforms.

This reality can be difficult to communicate internally, especially to senior leaders who may be less familiar with how younger audiences engage with content. But the data consistently reinforces that authenticity and platform-native behavior matter more than polished messaging.

How are you thinking about SEO and AI in this context?

SEO is still relevant, but for institutions like Michigan, where demand is not the core challenge, chasing marginal SEO gains isn’t always worth the effort — especially as algorithms continue to change.

AI introduces a similar question: how much of discovery can be influenced or optimized, and where does effort stop delivering returns? The team is especially interested in understanding what can be measured meaningfully and where attempts to “game” emerging systems may prove ineffective or short-lived.

What principles ultimately shape Michigan’s web ecosystem and approach?

Michigan’s ecosystem reflects a belief that sustainable systems must respect institutional complexity. Centralization works best when it enables rather than constrains, and when shared services are paired with trust in local expertise.

As discovery continues to shift beyond traditional websites, the challenge isn’t just technical — it’s cultural. Success depends on meeting audiences where they are, embracing new platforms thoughtfully, and accepting that the web is no longer the sole center of gravity.