What is Web Presence Management & Social Media Governance?

Web Presence Management is the discipline of tracking and managing points-of-presence (POPs) which represent an enterprise in order to maintain sound digital business practices, strengthen brand equity, and protect the company from reputation and IP risks.

Your web presence includes websites, social media accounts,blogs, and microsites that represent your company or brands, and those that associate with your company or brands, such as employees, partners, or even counterfeiters.

• Web presence management is a "governance" practice and includes:
• Designing policies and procedures to manage risks and protect the company and brands.
• Auditing of the web for brand infringement and rogue or stale accounts.
• Tracking and monitoring a complete Inventory of POPs.
• Ensuring brand and regulatory standards are met.
• Managing and reporting on the companies web presence.

Social Media Governance is specifically directed to the company's social media POPs and those POPs that represent (authorized or not) the brands, campaigns and people of the company.

The common elements of a point of presence that should be managed and monitored are: The URL, identifying name, logos, and the profile information submitted by the account holder (descriptions and links to webpages). This is the first information a customer sees about you, the corporation, the brand, or the campaign and is the first line of defense to maintain brand, policy, and regulatory compliance standards.

Web presence management is sometimes referred to as brand presence management or digital brand presence management.