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ONLINE PRescriptions, Issue #014 -- Your Total Online Presence
June 30, 2012

How to Create a Total Online
Presence for Your Business

A strong online presence is essential for any business that takes marketing seriously. Our feature article – once again from small business marketing coach John Jantsch – outlines a step-by-step approach to do that, even if you think you don’t have time.

1. Feature Article: How to Create a Total Online Presence When You Really Don’t Have the Time, by John Jantsch,

Jantsch says to create a plan before you launch into social media or some other flavor of the month and offers an 8-point approach to developing a strong online presence. He provides numerous examples and links to helpful websites. Here are the highlights:

  1. Listen before you speak – see what people are interested in, what they are saying about you and competitors.
  2. Optimize online content – Help people find you online by creating website content people want and optimizing it for search engines.
  3. Claim real estate – Be found in lots of places, especially social media sites, which should be used to lead traffic back to your website.
  4. Capture and segment visits – Be in the business of building long-term trust. When someone clicks over to your blog from a social media site be ready to capture contact information to build your list.
  5. Integrate landing pages – Once you have your social profile set up and you are getting traffic to your website consider creating landing pages to drive people to specific, personalized information.
  6. Play ratings and reviews – Get lots of good reviews; search engines and surfers like them.
  7. Go online to drive offline – When you have traffic, content and social media working, add features to make it easier for people to interact or even go offline to meet or buy.
  8. Analyze and test – See what’s working and what isn’t so you can make adjustments.

Full Article Here

2. Fundamentals: Small businesses sitting ducks for hackers, by Pamela Ryckman, New York Times via

Now that we have extolled social networking sites, time for a word of caution. In May 2010, Golden State Bridge, an engineering and construction company based in Martinez, Calif., was robbed of more than $125,000 when cybercriminals hacked into its bank account.

The hackers made two automated clearinghouse batch transactions with the office manager’s username and password, routing stolen money to eight other banks across the country.

The company believes the hackers got the information from malware the office manager inadvertently downloaded from a social media site she was not authorized to visit using company computers, and it went undetected by antivirus software (a not uncommon occurrence).

How to Protect Yourself – The article says to prohibit employee access to social media sites, but that won’t work for companies that use social media in marketing. A more logical approach:

  • Limit on-the-job access to social media accounts to the person(s) whose job it is to keep them updated.
  • Don’t assign social media duties to employees who work with bank accounts and other sensitive information.
  • Keep firewalls and antivirus software up to date (some Trojan horse malware may require special software to detect and quarantine).
  • Tell employees not to click on links or attachments from people they do not know.

Full Article Here

3. Quick Hits

Thanks for your time,

Jim Bowman - ThePRDoc®

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Copyright © 2012, J. R. Bowman & Associates, LLC

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