Anyone can build a website and promote it. How does your website fit into your company’s media brand strategy? If you don’t know, you’ll find it more difficult to have a successful website and your site could actually hurt you.
Your website is only one factor in building your media brand on the Internet but you have to clearly identify your site’s role in the big picture. Do you want your site to serve as an extension of your traditional media outlet, like an online catalog as backup for your in-person sales efforts, to stand on its own as a source of revenue or perhaps just another way to get your company’s name out there regardless of the income potential?