The first steps you take in many things in life are usually quite important and this is certainly true for organisations creating (or revising) their online strategy.
Even if your online activity only extends to a website, and perhaps some social presence, it’s important to consider the factors that will most influence the likelihood of your investment meeting your planned return.
Most online strategies quickly evolve into practical plans detailing how internal and external resources will work together to build websites, develop visual branding, create content in support of search engine rankings, create mobile apps, maintain a clean onsite structure … and so on.
So what are the typical first steps in online strategy creation? I suspect that in many situations there is a heavy reliance placed on any internally available expertise and of course external suppliers. As a result, there is a natural tendency to quickly move to the more practical aspects of website design and build. Senior management, ultimately tasked with the overall business performance, rapidly retreat to a position of safety away from the “front line” for fear of being dragged into aspects of online marketing or technicalities that they don’t understand!