We call them our “digital goodies” — the suite of tools that is a combination of content and applications we develop for our clients and, in many cases, teach them to develop, as well.

The days of just “being online,” having a website that functions like an electronic brochure are gone. A website can be (and should be) so much more, and your customers expect it. No, they demand it, actually.

What your organization needs optimally is a web presence.
There are four fronts you need to be working on for an effective web presence:

• Content — This is the information, entertainment and helpful stuff that people come looking for and, if you produce quality content regularly, they come back for it regularly.
• Search — You have to make sure you’re easily found among the billions and billions of web pages. Search has four sub-categories you need to address, too: Organic, Paid, Universal and Social.
• Social Media — In March 2009, Nielsen Online reported that, for the first time ever, people are spending more time on social networks than they are on personal e-mail. More than 200 million people are on Facebook. Your Internet marketing strategy should account for this.
• Analytics — The “digital footprint,” or string of clicks that describe web users’ behavior, can be used to refine your digital marketing, from the type of content to the platforms that spotlight it.

Check out our presentation, “The WELD Effect,” shown here (and also found on Slideshare, a great example of a web application with social functionality, by the way).

Feel free to let us know what you think …