Last week, on his LeverWealth blog and in an audio report on the For Immediate Release podcast, PR practitioner David Phillips wrote and spoke about our many “selves.”

There’s the self that makes the corporate presentation, the self that walks the dog, the self that raises a family, etc. And there’s also the “digital self,” or the part of us that is often our face to the rest of the world. How does our name come up in a Google search? Who links to our blog?

A business likewise has a digital self or “digital alter-company,” which represents much of what we know and perceive about that organization.

So how can a company enhance its digital image? By participating in social media. Starting a blog. Producing a podcast. Actively engaging its publics.

Organizations that do so “gain [a] competitive advantage.”

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