I’m preparing training material for a client: “How your Web Presence Can Help You Build a Stronger Profile”.

The point of view I am taking is what it really means when your audience can do everything your organization can do online. Think about it: individuals possess the power of the printing press without the cost of printing and distribution. All they need to figure out is how to create content and attract audiences. That of course, is the hard part.

And yet, much of what goes online leaves me with a back to the future sort of feeling.

• Facebook: Social (Connecting and sharing with your friends)
• Youtube: TV (Broadcast yourself)
• Flickr: Photo journalism (The eyes of the world)
• Twitter: News (What’s happening?)
• Podcasting: Radio (video) by everyone

That’s why the training program will focus on providing an understandable thought framework, and then demystify some of the voodoo – like SEO, UXD (yes, that means user experience design) – to empower my client to think smart and make good decisions as they strengthen their web presence, purposefully and without running off in all directions.

My basic message is that online marketing is about connecting with the right people where they are in ways that are meaningful to them. The enabling aspects are tried and true concepts:

Online channels are about dialogue and conversation; they work because of relevance to the audience and timeliness; and, most difficult of all in this engineered world they demand authenticity.