Online presence management

Online presence management is the process of presenting and drawing 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 the process of presenting and drawing 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 (GRC) discipline. Due to the evolving nature of Internet use, a web site alone is not sufficient to promote most brands. To maintain a web presence and brand recognition, individuals and companies need to use a combination of social tools such as Google Maps, Facebook, Twitter, Flickr, YouTube, and Pinterest, as well as cultivating a brand presence on mobile apps and other online databases. The online presence management process starts by determining goals that will define an online strategy. Once this strategy is put in place, an ongoing and constant process of evaluating and fine-tuning is necessary to drive online presence towards the identified goals. An online presence management strategy has several parts. Generally these will include search engine placement (making sure the brand appears high in search engine results when the end user has a relevant query), monitoring online discussion around the brand, and analyzing the brand's overall web presence.