Human Level Communications

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It has spent to history the time of the Web that was cheers only while they were in construction, and that happened to better life at the same moment at which they were published. At present, a Web is like any other business: every day it has to raise the blind, to take care of calls, to produce new contents, to study what loves our clients, to solve new forms to respond to the changing demand and to overwhelm his expectations. Also it will be necessary to anticipate necessary resources not only for the maintenance, lodging, etc. but for the invigoration of the traffic: natural positioning in finders, creation of new contents, payment of sponsored connections, campaigns of and-mailing, banners, etc. as well as to the logistics that it can be derived from the sale online, payments, etc. Web 2,0, with its vocation of majors levels of participation on the part of all the users, abre new opportunities of visibility in the Network, but also it demands a greater effort to focus and to canalize these efforts in favor of the company in surroundings where the voice of any user can originate an enormous impact.

To adjudge resources also implies to describe forms to calculate the Return On Inversin (ROI) of the inverted resources. It will be moment to quantify the marked objectives, to define the measurement mechanisms to use to know its attainment and to adjudge different terms to them from fulfillment in agreement with the inverted resources. Conclusion When a company decides arrived the moment for having a new Web, he is very dangerous to delegate the responsibility of the project in a unique department. Whatever choosing, seems reasonable that the resulting Web would shine in the aspects nearest the chosen department and would present/display serious deficiencies in other aspects that less dominates. It is imperative, then, to have an interdepartmental work group that can contribute different perspective from different areas from the organization. Defined the strategic target that he must reach the Web, the objective public will define themselves at whom we want to arrive and what we try to obtain of each of them: new clients, loyalty, distributors, crossed sale, support and to all this will be necessary to adjudge resources to him of personnel, money and time not only in the phase of creation of the Web, but also once this one is published as it happens with any other area of the company. Fernando Maci.

Director of Human Level Communications, consultant of positioning in finders, management of campaigns of sponsored connections and development of real estate Webs. Author of the book Positioning in finders, published by Anaya Multimedia. Professor of Digital Marketing in Fundesem Business School.

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