A web presence is a location on the World Wide Web where a person, business, or some other entity is represented (see also web property and point of presence). Examples of a web presence for a person could be a personal website, a blog, a profile page, a wiki page, or a social media point of presence (e.g. a LinkedIn profile, a Facebook account, or a Twitter account). Examples of a web presence for a business or some other entity could be a corporate website, a microsite, a page on a review site, a wiki page, or a social media point of presence (e.g., a LinkedIn company page and/or group, a Facebook business/brand/product page, or a Twitter account). Every web presence is associated with a unique web address to distinguish one point of presence from another. Web presence can either be owned or unowned. Owned media exists when a single person or group can control the content that is published on its web presence (e.g. a corporate website or a personal Twitter account).

However, when a single person or group cannot solely control the content, the creator is different from the owner. This is considered unowned media (see earned media). A Wikipedia page or a Yelp page about a person, company, or product would be an example of a known (or "earned") web presence. Occasionally, a first form of media known as "paid media" is often included in the discussion of media types: "earned vs. owned vs. paid". Paid media is commonly found in the form of advertisements, but it is not considered a form of web presence. Web presence management is the process of establishing and maintaining a digital footprint on the web. The three factors that are considered include the following: where a person or business has web presence; how each web presence represents its enterprise; and what is published at a point of presence. The purpose of a web presence management system is to manage the web presence of a person or business.

This includes the collection of domain names, websites, social media, and other web pages where he, she, or it is being represented. The tool generally offers the following key functions: new presence discovery, inventory management, change detection, access control, stakeholder coordination, and compliance workflow. A web presence management system is meant to have a broader reach so that it emphasizes where a presence has been established, will be established, must be maintained, or must be remediated. An example of a web presence management system is the Brandle Presence Manager. In order to publish content to the various points of web presence, multiple content management systems and sometimes even social media management systems are often used. The primary focus of most content and social media management systems is limited to their specific web platforms. Another aspect of web presence management is managing the collection of domain names registered to the person or business. Any entity may register multiple domain names for the same property.

As a result, they can link alternative spellings, different top-level domains, aliases, brands, or products to the same website. Similarly, negative or derogatory domain names may also be registered. This is done to prevent certain domain names from being used against the person or business. It is common for a larger business to have domain names registered by multiple employees at multiple domain name registrars, possibly a result of organizational or geographical requirements. Consequently, a web presence management system can be used to monitor all domain names registered by the business, regardless of the registrars used. Web presence discovery is the process of monitoring the web for a new point of presence about a person or business. Web presence discovery is often included in a web presence management system. 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.

As a result, its purpose is to assess a new point of presence and appropriately handle any violations. It is important to note that web presence discovery differs from content listening. 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. One of the early software in the online brand protection marketplace was MarkMonitor, now part of Thomson Reuters. This software helped detect rogue domain names and websites. However, the modern day growth of social media has seen a rise in the number of fraudulent brand impersonations. It has become much easier for a new web presence to be created on those platforms, which results in a greater frequency of them today.

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