Web governance means people, processes, tools & budget. Especially people.
Online governance confounds too many organisations. While I admit implementation can be difficult, the fundamentals are not!
It is about structuring activity - and then investing in People, Processes, Tools & Budget/Time. (The slidedeck below illustrates these basic parameters and gives an outline team structure for a mid-scale site, e.g. an online retailer.)
Of all these elements I consider 'People' to be the Critical Success Factor.
Well, in my experience, even in the absence of budget, tools, etc – skilled staff will usually find a way to get things done.