ABSTRACT
Simplicity is the ultimate sophistication. Leonardo da Vinci
3.1 Introduction
3.2 Web presence management and development
3.3 The basics
3.4 Online credibility
3.5 Content development
3.6 The global web presence
In the fi rst edition of this book, this chapter referred to the development of the web site . However, I feel it is now necessary to refer to the web presence – that is, the development of any aspect of the web that represents the product, brand or organization. For many organizations, a single website no longer represents its online presence – we should think of it more as a portfolio of digital assets. Although it is still the case that for most
organizations this will be their website, content that is not hosted on the organization’s servers – social media sites such as Facebook, Twitter, YouTube and blogs, or sales outlets such as eBay are obvious examples – should also be given the same level of consideration as the ‘corporate’ website. As Gord Hotchkiss (2010) states, websites are under the organization’s control, but others are either completely or partially out of their control. He goes on to say that although the website is still at the core, there is a ripple effect spreading out, usually with lessening degrees of control.
