The Merriam-Webster Dictionary defines fungible as:
- being something (such as money or a commodity) of such a nature that one part or quantity may be replaced by another equal part or quantity in paying a debt or settling an account
- capable of mutual substitution: interchangeable
- readily changeable to adapt to new situations: flexible
When considering website strategy and digital content management, the profession is naturally adaptable — but are the skills substitutable? Maintaining a robust and valuable digital presence (for both e-commerce and public information websites) requires consist maintenance and updates by skilled experts devoted to its curation. Yet a presumption exists that digital skills are extraneous and transferable to any other person in the office without consequences.
Digital strategy and content professionals are extremely flexible; afterall, the job is in an ever-changing medium. They expand their skills and broaden the scope of their duties as needs dictate. They are usually ahead of technical developers and inform marketing/communications staff on the next thing coming.
Unfortunately, when examining resources, business leaders assume that digital-specific skills are duplicative of technical and communications staff. Leaders falsely believe spreading out digital responsibilities amongst existing staff will save money. The practice always falls apart, only to hire contractors temporarily to make band-aid repairs and updates. Websites that go through this boom-and-bust cycle frustrate users and harm the business.