Today’s guest post is written by Lisa D. Jenkins. 

It all starts very innocently. Joe or JoAnne (I’m an equal opportunity offender) down the hall wants to bring The Business into the 21st century by putting it online.

First stop, Facebook. Why? “Well, because EVERYONE is on Facebook! We have to be there, too.”

Excellent. By the way, EVERYONE just called and they want to know when you’re meeting them to shave your head and jump off the bridge. I digress.

With no discussion of the stuff that matters – regulation, strategy, or execution –  someone is named Supreme Ruler of Our Online Marketing Universe, a title endowed with absolute authority to claim or create profiles and publish across the internet on behalf of The Business. (more…)