verve: in bloom

Recently I needed to find more info about a business in another city. In fact, I wasn’t sure where the business was located. But this particular organization had won an award and I was hoping to get more information on the services they offered.

So I did what most people do these days – I Googled them. Got nothing. I tried Googling with quotes and included their industry. Nothing. The only result was a press release from the organization that issued the award.

I was shocked.

In this “day and age” (to borrow a cliche), it’s remarkable that a company would not have a Web presence. The Internet has been around a while.

Of course, beyond a simple Web presence, being conscious your digital footprint is crucial to managing your online brand. What if you don’t know where to start? Here are the basics:

• Have a Web Site. The more interactive, the better. You want to give people a reason to come back over and over. Have good content and be a resource.
• Listen to What Others are Saying. Google alerts are easy breezy to set up and let you know if anyone is talking about you on their Web sites, blogs, Twitters, e-newsletters, etc. etc. Create an alert for your company name, your management names, industry, major competitors, and trends or issues you’re facing.
• Think Objectively. What are your objectives for communicating online? Whether it’s sales leads, building community, sharing knowledge or creating awareness, there are online tools that will help meet those objectives.
• Meet Your Audience Where They Live. Think about your audience (customers, community leaders, media) and what online tools they use. Find a smart, meaningful way to engage with your audience on their turf without being obnoxious.
• Participate. Leave comments on blogs that you find interesting or relevant to your work, have discussions on forums, create LinkedIn profiles for management (and build your network).

Need help with any of these ideas? Let us know!