Web presence management is the process of creating and maintaining a digital inventory of all web points-of-presence (POPs) including: social media accounts and pages, websites, blogs, and domains. At first glance, web presence management may seem primarily like an administrative task. However, it is actually a strategic process critical to managing risk events as well as keeping your brand standards and voice monitored accurately. Your digital footprint is often the main entry point for your customers to experience your brand, and if your customer has a negative experience with an online point-of-presence, then your brand reputation is in jeopardy.
To date, most companies' web presence management has been conducted by manual audits and tracked on static spreadsheets. This not only takes a lot of human resources, but it is also fraught with human error. Stepping up to a comprehensive SaaS solution that provides an automated process does require investment, but the cost trade-off vs the risk is well worth it. So how do you get the resources and support needed from your senior management?
The first step is to become aware of the technology risks that concern your C-suite most. To that end, here are three keys to convince senior management of the importance of web presence management: