Before starting the exciting process of creating an online presence you need to know why you're doing it. It is exactly the same for everyone, and after an online presence is not good. You have a task and the data must be clearly defined purposes. My online mission statement.
"Insight is a network of people are going to engage in the same direction, creating relevant content."
I know your target audience
Also, you need to know who is the target audience. Key census followers' on your (age, location, gender, income, status, etc.) to see is your "niche" play an important role in profiling. And inexpensive way to create and simple profile of the public is to create an online survey for surveymonkey.
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