ABSTRACT
This chapter focuses on the specific tactics that build people's digital presence – but this acknowledges that there will be other actions in people's Theory of Change that are beyond this scope. New channels are continuously appearing, and existing channels are in a constant cycle of change. Combined with the fact that all these channels rise and fall in popularity over relatively short periods of time, it can be an overwhelming environment to engage with. A few words in people's Theory of Change can be expanded to become a full document that can then be turned into the website itself. Gaining visibility is about gaining an audience for people's presence. Visually appealing websites and social media channels coupled with different forms of interactivity and further relevant content can all engage people's human visitors in ways that will encourage favourable earned media – including precious word-of-mouth comments.
