August 8, 2019

How do you clean up your digital footprint?


The Innovation team at Instinctif harness the best of the future to deliver market-leading ideas in the present. The team’s specialism spans digital strategy and marketing, data & analytics, and strategic brand. This fortnightly update shares top tips to help you foster creative and challenge the status quo and summarises the news that matters.

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Cleaning up your digital footprint

Your digital footprint is everything that shows up when people search for you online. From images to comments and blog posts, this collective first impression can make or break your online reputation.

Below we break down some of the key points we consider when optimising a brand’s digital footprint.

1. Uncover the digital footprint
The first step in cleaning up a digital footprint is to understand exactly what digital assets your brand or business own. These assets can be uncovered through desk research or asking within the business. It’s important to identify and keep a record of all digital assets owned or associated with the brand or business, as well as understanding: What is the purpose of the asset? Who owns the asset? How the asset interacts with other assets? Is the asset active or dormant? Does the asset portray the brand or business in terms of messaging and visuals?

2. Question its purpose
Once all assets have been identified and mapped out, it’s worth thinking about the suitability of that asset based on the brand or business values and identity? Does the asset add any value to the brand or business? Are the brand’s or business’s customers active on that asset? Do you have the resource internally to manage the asset? Only then will you be able to make the decision whether you remove, keep and re-direct or use particular assets.

3. Consistency is key
Once you’ve established which assets align with your brand or businesses values and identity, it’s important to be consistent in your messaging. Whilst the tone might vary from asset to asset, it’s important to identify your tone of voice associated with your brand or business and stick to it.

4. User awareness
Now you have an established footprint that is fit for purpose and reflects your brand or business values and identity, user awareness is key. Take the time to train the appropriate employees such as your social team, HR, marketing department around the purpose and messaging of each asset. Establish the parameters around who has access to your assets.

5. Create a style guide
Creating a style guide will provide your employees that manage your digital assets with an overview of the purpose to each channel and the appropriate content to post. The guide should allow people to understand the tone of voice of each asset as well as providing them with images, logos, graphics and videos available to use.

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