1st Edition

Creating a Successful Digital Presence
Objectives, Strategies and Tactics

ISBN 9780367460372
Published July 30, 2021 by Routledge
212 Pages 52 B/W Illustrations

USD $46.95

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Book Description

Increasingly graduates, and anyone who is entering employment, need an individual digital presence to stand out and showcase themselves to secure their first professional role. This book takes an employability approach to encourage those currently studying, or about to enter the world of work, to develop a set of skills that enables them to recognise and deliver an effective digital presence, firstly for themselves and then for the organisations who would employ them. It does not assume any prior technical knowledge and emphasises the value and benefits of creating a presence to actively participate in the digital economy.

By structuring the chapters incrementally, the reader is guided through the development of their own presence while also being given the concepts and tools that will enable them in the future to scale this activity to suit the needs of a startup, an SME or a social business. By using well-established business principles to design a strategy, the reader is guided through the creation of a personal Theory of Change that will enable them to turn an abstract goal into an individual digital presence through a defined series of stages and intermediate change objectives. The book then proposes a series of tactics to draw out concrete actions. A range of examples and case studies from around the world feature in each chapter to showcase the range of different types of digital presence that can be created.

By using a strategic and systematic process, this book draws together academic thinking with tangible and highly practical outcomes. It is essential reading for advanced undergraduate and postgraduate students studying any discipline related to the digital world, particularly digital marketing and digital business, entrepreneurship and strategy, as well as those taking employability and personal professional development programmes.

Table of Contents

Part I: Concepts

1. What is a digital presence?

2. You need a digital presence

3. You need a strategic digital presence

4. Personas: Understanding your audience

5. Ethical and legal issues

Part II: Planning

6. What is a Theory of Change?

7. Tactics for building your presence

8. Content is king

Part III: Delivery

9. Build the parts: The components of your digital presence

10. Look and feel: Make your presence reflect you

11. Curation: Sharing with your audience

12. Connect: Find friends and create advocates through social media

13. Search: Build visibility and draw an audience to you

14. Measure: From SMART to SMARTER

Part IV: Maintenance

15. Maintaining your digital presence

16. Securing your digital presence

Part V: Extending

17. Extend your value proposition

18. Digital by default: Future tools and opportunities

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Gordon Fletcher is Director of Business 4.0 at Salford Business School, UK. His interests relate to the intersections of digital with business and culture. These interests have resulted in previous publications about digital transformation and digital marketing as well as work around the impact of digital on the UK High Street, science fiction prototyping and the concept of visual management.

Noel Adolphus is a Web Support Analyst with Red Valley Technology in Manchester, UK. He helps his clients with solutions involving the WordPress platform and has helped numerous businesses connect with their customers online, amplifying visibility and profit. Noel has a BS in Electrical Engineering Technology from Michigan Technological University, US, and an MSc in Managing IT from the University of Salford, UK.


"This is a must-read book for students of all disciplines looking to improve their own digital presence, that of their employer, or of any other organisation or group for that matter. The book takes the reader through a systematic process of change and development bringing theory and practice together. The benefits and impact are long term!"

Professor Rachel McLean, Director of Liverpool Screen School, Liverpool John Moores University, UK


"This book is an essential resource for both learners and business users. It addresses foundational skills that can boost graduates' employability and help businesses build a rewarding digital presence. The digital skills deficit affects many SMEs and this book is a starting point and framework to build the digital first approach that has characterised the last year."

Subrahmaniam Krishnan-Harihara, Head of Research at Greater Manchester Chamber of Commerce, UK


"This book delivers valuable insights into the 'what', 'how' and 'why' of identifying, creating and maintaining a digital presence. The authors set out an integrated journey, helpfully unpacking the meaning of digital presence using contemporary and relevant case examples. They set out carefully sequenced ‘calls to action’ equipping students, professionals and organisations with the necessary tools and strategic insight into generating, deploying and sustaining a successful value proposition. It also addresses the ethical challenges as well as the benefits – a rarity in this field."

Dr Rebecca Casey, Lecturer in Information Systems Management & MBA Director, Newcastle University, UK


'The contents of this text make it ideal for both undergraduate and postgraduate students. Interspersed with examples throughout, it provides a clear overview and evaluation of how to generate a digital presence.'

Dr David W. Peck, Teaching Fellow in Marketing, Loughborough University, UK


"The real-world running case study accompanying every chapter – of how to start, grow, monetise and make successful a food blog called InDeborasKitchen – is a useful and practical teaching tool as it allows students to participate in the process and then reapply the knowledge to their own digital presence."

Marta Jakowczyk, Sustainability Program Manager in Europe, Middle East and Africa at HP Inc.