Online presence management | Solutional Webdesign Antwerpen

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Online presence management refers to the process of establishing and maintaining a brand^[5]’s footprint on the internet^[3]. This includes not only the use of a website^[4] but also various digital platforms for promoting and communicating the brand’s identity. Key aspects involve formulating a strategic plan, continuously evaluating it, and managing a web portfolio that could include blogs, SEO techniques, and internet advertisements. Additionally, it involves monitoring and managing the brand’s online reputation^[2], engaging with customers effectively, and using social media^[1] for marketing. A comprehensive approach may use a Web Presence Pyramid Model that represents a business’s promotional, provisional, and processing stages, to simplify sales^[6] and web data analysis. This model is particularly useful for small businesses to develop their online presence and market their products effectively to a wider audience.

Terms definitions

1. ↑ social media. Social media is a broad term encompassing a variety of digital tools and platforms that facilitate the sharing of information and the creation of virtual communities. Emerging from early systems like PLATO and ARPANET, it has evolved into modern platforms like Facebook and Twitter. These platforms offer unique features that differentiate them from traditional media, including the ability for users to generate content and engage in dialogic communication. They cater to over 100 million users globally and offer different forms of services, such as messaging apps and collaborative content creation platforms. The use of social media has far-reaching impacts on individuals, society, and businesses, influencing everything from marketing practices to political processes. However, it's also associated with ethical concerns, such as the spread of misinformation and potential addiction.

2. ↑ reputation. Reputation refers to the general belief or opinion that people hold about the character, quality, or standing of a person or organization. In the context of businesses, reputation can be seen as a reflection of a company's identity, often signaled through strategic actions. It influences perceptions and behaviors among competitors, stakeholders, and the general public. Reputation can be gauged through various metrics including rankings in business magazines and online platforms. Effective management of reputation, often done through public relations and social media monitoring, plays a crucial role in maintaining a positive image. A good reputation can yield numerous benefits such as increased customer loyalty, trust, and financial gain. In the digital age, managing online reputation has also become essential, as perceptions formed online can significantly impact a company's overall reputation.

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Online presence management (Wikipedia)

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Online presence management is the process of creating and promoting traffic to a personal or professional brand online. This process combines web design, and development, blogging, search engine optimization, pay-per-click marketing, reputation management, directory listings, social media, link sharing, and other avenues to create a long-term positive presence for a person, organization, or product in search engines and on the web in general.

Online presence management is distinct from web presence management in that the former is generally a marketing and messaging discipline while the latter is Governance, risk management, and compliance operational and security discipline.

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