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With the advent of social media such as Facebook, Linked-in and Twitter, it's no longer sufficient for a company to think of its web presence in terms of its website. Organisations of all sizes now need to determine their strategy for the web, not just for their website. Anyone can comment about your company on their Facebook page, on a blog, a Google local review or on Twitter - to paraphrase an old chestnut, you don't have to be paranoid to be successful on the web but it helps!
So how should you go about developing a strategy for the phenomenon known as Web2 (my definition of Web2 is that it describes the switch from passive to active web user - we're all potential publishers now).
Start with your business objectives. Where do you want your company to be in three years time? What do you want it to be known for? What relationships do you want with your customers and how do you see their role in shaping the company's future? How do you want to use the web to communicate with staff and to unleash their talents for communicating?
It's only when you've answered these questions and others relating to measurable goals such as sales, cost per sale, average value per customer and so on, that you can start to build a web strategy that will neable you to achieve your business objectives. |
