Cisco : Opening up

Use of the medium reinforces a message

The Site

Cisco, the US-based internet network technology company, shows a commitment to explain in its use of the medium.

Cisco has a matrix in its corporate governance pages that shows the composition of board committees. Individual directors are mapped against the five committees to show membership. Each of the committee headings (for example, Audit, Finance) is hyperlinked to a ‘charter’ page with four elements. These are centred on a set of main headings (Purpose, Composition, Responsibilities and Duties, Meetings) each of which can be expanded, by clicking a ‘+’ sign, to show the full text. A ‘-‘ sign can then be used to retract the text.

Below the headings is a list of committee members; names link back to the matrix, from where there is a link to the Board of Directors biographies. Above the headings are links to download the charter in PDF directly or, by clicking on a briefcase icon, to collect and zip it for later download with other documents.

The Takeaway

Most companies have prudently over the past couple of years raised the profile and scope of their online coverage of corporate governance. This in turn has expanded attention from what they put on their website to how they use the medium’s strengths to put it across. Cisco’s committee pages are a microcosm of what can be done to open up content, making it easier to navigate and explore. The charter pages, for example, mix putting related content and tools within reach with facilitating the browsing of the main content.

The gains in usability benefit not just site users but also the company. By making the content more accessible it creates the impression not only of greater transparency but also a desire on its part of explain. That sends out a strong message about its commitment to the spirit as well as the letter of corporate governance.

First published on 19 May, 2009