It seems an obvious part of any business model that a company needs to have an online identity. Less obvious is exactly how to establish that identity. There are dozens of directions a company could take online. Taking a scattershot approach and trying to do everything at once — here’s a website and Facebook and Twitter and Snapchat and this and that — can be time consuming and ineffective. Taking time to ask a few key questions first (Who is my target audience? What is their preferred means of communication? What should my tone be?) pays off in the long run.
Danette Amstein, principal at Midan Marketing, sat down with me at the Annual Meat Conference in Nashville, Tenn. to talk about the digital world and how to succeed in it.