Your goal in establishing a Web presence should be to establish your brand and secure a growing percentage of your markets.

Corporate Best Practices - The Time is Now

Corporate use of the technologies of the Internet and its graphical interface, the worldwide web (WWW), is rising rapidly but the use of these technologies on internal and closed group networks is exploding.

Many companies, spending millions to project the right image on television and in print media, have inexplicably overlooked opportunities in the new electronic medium. One reason large numbers of companies are missing the boat is that senior managers have left the job to one or two branches of the organization, when in fact the job calls for more top-level input. There is a need for people who understand and fashion the corporate strategy and culture, a need for product marketers, for expert technologists who understand networks and databases and for the specialists who handle each of the potential corporate stakeholders.

This adds up to a big group, so managing it may create a new role in the executive suite - perhaps one not unlike that of corporate information officer, but going beyond pure information flow to include message creation and management for many publics.

The solution will lie with each organization, but our suggestion to corporations is that they get high-level experience now. What is needed ASAP is a thorough assessment of how one should present oneself on the net. Follow that up with a study of competitors, then take action, bringing all the needed skills together. Click on the Corporate  Practices link to the left to learn more.