The tool generally offers the following key functions: new presence discovery, inventory management, change detection, access control, stakeholder coordination, and compliance workflow.
The primary focus of most content and social media management systems is limited to their specific web platforms.
As a result, they can link alternative spellings, different top-level domains, aliases, brands, or products to the same website.
Consequently, a web presence management system can be used to monitor all domain names registered by the business, regardless of the registrars used.
Whether a new domain is registered, a new website is published, or a new social media account is established, it occurs outside of the person's or business’ control.
The former involves looking for new properties on the web, whereas the latter refers to analyzing content that already exists to hear how a person or business is seen often in near real time.
A person or business may choose to watch for a new web presence that might appear to misrepresent or mislead an audience, such as counterfeiters, spoofers, or malicious hackers.
[2][3][4][5][6] As a preventive measure, online brand protection providers are now adding social media to their domain and website discovery options.
This usually applies to larger businesses whose geographically diverse employees are more prone to creating new points of presence on the web.
[12] Similarly, a global business may have teams in each country or region who create and manage a web presence to adapt to local languages or cultures.
[17] A web presence monitoring system helps alert the company when a known property is changed, so it can be reviewed and brought back, if necessary, into compliance with the appropriate standards.
However, a less formal web presence audit is often performed by internal members as a routine to meet GRC objectives.
Alternatively, the business may choose to employ automated web presence discovery and compliance systems to keep the corporate social media inventory up-to-date and compliant with GRC needs.
For web presence management systems, remediation would include finding counterfeit properties that infringe on a brand or trademark.
For reputation management systems, remediation would include identifying and eliminating misleading reviews and/or encouraging the contribution of authentic comments.