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.

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