On a daily basis, it is hard to shy away from the intense media spotlight that is placed on Web 2.0 in an all-encompassing way. Web 2.0, defined as socially mediated networks, and Enterprise 2.0, professional derived networking, are synonymously founded on the sentiment of our need for connectivity and creativity in creating a collaborated world in the social or professional forum on the web. More importantly, these social or professionally mediated networks are moulding our media perceptions, and the very culture of the World Wide Web. At the centerfold of Web 2.0, is a bustling hub of millions of people sharing, collaborating, inventing and creating. Rightfully so, comes our responsibility to define the commonplace terms that are frequently spoken and acted upon.
The Web 2.0 lexicon is extensive and evolving on an ongoing basis. However, there is one term that people are constantly inquiring about: Online Visibility. Understanding the origin of this term and its evolution are essential for taking the first steps to define it (or at least, attempt to define it). So what exactly is Online Visibility, and how does it differ from Social Media Optimisation and eMarketing activities on the Internet. The term Online Visibility originated circa early 2007 from Dave Winslow’s Analytics and eMarketing firm in Burlington where he explained the term as: “The intersection of where social networks, web apps, and online identities merge to form a digital representation of a person or entity in the mind of the viewer.” (DSGN + DVLP Blog). The problem with this definition was its similarity to the original definition of Social Media Optimisation, a term coined in 2006 by Rohit Bhargava.
After reviewing the Internet for definitions on Online Visibility, our team came up with scarce or in the very least, definable results. Only one blog has come close to producing a feasible definition for starters: “The calculated, visual branding of a person or entity across multiple websites that forms a unified representation of that brand in the mind of the viewer.”
There are of course limitations to this definition, such as, where do search engines play a role? Can we manipulate Online Visibility with intentional and direct results? Does this definition affect individuals and businesses on the same level? Can we say that Online Visibility is a tool? Does this defintion fit the criteria as a universal definition? What exactly is "visual branding" (does this need a seperate definition?)
We would love to hear your take on Online Visibility and how you think that we should define it. Constructing a universal definition depends on our collaboration to create and define Online Visibility as it affects me, you, and millions of others. Please feel free to drop us a line, and share your thoughts!
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