What can developing a multi-faceted online presence really do for a business?

Being online is a no-brainer, not least because everything can be optimised and gauged in a way it can’t be in other media. With Google Analytics you can measure everything.

If you’re not understanding people’s searches, you’re probably missing your targets. All of this will help you learn how long people are staying on your site, what’s of interest, what applications they’re using. That will help determine the nature of your presence and how far you take it.

How can businesspeople involve their staff online, particularly blogging? Should policies be established for who can and who can’t blog?

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