Infrastructure Unseen

Infrastructure Series (Part 4)

The Infrastructure series will posted on Tuesdays, Wednesdays and Thursdays through the month of November 2011. 

It's hard to believe that it's already November and we're already watching another year near its end. 2012 is just around the corner. A new year will bring new opportunities, new challenges and new responsibilities. This series has made some key points on the very visible infrastructure that comes with a well run business. Now we will look at a vital, but sometimes unseen or, sadly, ignored part of your infrastructure. Your digital infrastructure.

The series has already touched on that a bit, delving into the idea of creating and integrating a CRM system that allows for contacts, monitoring and tracking. But we're going to dive a little deeper. Into your web site, your social media campaign, your online presence and reputation.

Your web site acts much like your company headquarters. It is the place both potential and current clients visit or check out in order to know what's what...what's new, what's been revised, frequently asked questions, contact information and more.

Linkedin is each and every one of the referral networking and business networking groups you currently attend or frequent, except bigger and all rolled into one, with 135 million active users. Plus, there are no scheduling conflicts, dress codes or door charges.

Facebook is the more personal, in touch, engaged arm of your business, the place where you showcase your company for its people, each and every one individual and important to the overall running of your business.

Twitter is your IM (instant messaging) system revamped. It gets the word out, FAST, with little fanfare. Short, smart and to the point.

Your blog and email newsletter replace or augment the painstakingly created monthly newsletter. And there are a lot less smudges and papercuts in the process.

And each and every one of those online components acts as part of your marketing and PR firm, along with reviews and comments on industry forums, online review sites like Yelp, your comments on industry blogs, QR codes that direct individuals to check in to your location-based initiatives and more.

Each and every part of this online personality and identity, which is tied into your overall brand and company success, has to be monitored, maintained, reviewed, revised and sometimes called to task. It is part of the digital business infrastructure and it can't remain ignored and unseen as 2012 draws ever nearer.