A company’s online presence incorporates more than a web site it refers to how it communicates with all customers, suppliers and stakeholders via the Internet. This communication can take a variety of forms but in essence it is:
“Effective communication, which helps drive down costs for all parties whilst increasing efficiencies and business opportunities”
In looking at how an online presence should be best affected it in necessary to understand the groups that need to be communicated with and why. These may include suppliers wishing to order online, electronic payment facilities, data exchange, sharing of information, pooling of resources, to name just a few, as well as the normal marketing functions associated with being online.
Communication is an ongoing event and before the Internet this was achieved by letter, phone, fax and by talking to each other directly. This Internet does not necessarily replace these but it complements them and it allows them to be more immediate.
Fax technology improved the speed of letters and now email has improved on this by allowing the communication to be targeted to an individual not just a machine in an office. Emails also contain more potential power, both constructive and destructive, than a letter ever can. They can be easily forwarded on to many recipients and this can happen in seconds. This power needs to be understood and used.
Blogs are a way of talking too and receiving comments from a mass audience, they are also less formal and therefore allow the writer more freedom to express their opinions outside of normal business constraints. They are not appropriate for all businesses, or all situations but many opportunities are missed because thought is not given to how technology such as this can help a business. A blog on an intranet site for example, can help project teams who are split by distance keep each other informed of ideas and developments. Staff forums can deliver benefits to a business far greater and from more contributors than the ideas box ever can.
Being online is something that most businesses are all the time. It is the chosen method of communication for the vast majority, it is not just about selling, it is about getting your message across and understood and it is about making life more efficient, less expensive and easier.
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