The Internet has evolved in recent years allowing the development of a myriad of digital footprints (Goerzen & Rosseel,

2011). The choices for this web presence are outlined in this exegesis. The requirements of the assignment influenced the general format while brand theory, privacy and legal concerns guided more specific aspects. These factors were driven by quantitative and qualitative analysis which in turn influenced the selection of the website platform. Thus the overall feel and content of the website was guided by market research and the requirements of the assignment. The criteria of the assignment dictated the general format of this website. The assignment required a central node, an about page, exegesis, and three contributing nodes. The three contributing nodes were Facebook, Twitter, and Pinterest. They were selected because they are the most popular social networking sites for the target market as determined by qualitative research which also determined the content of the about page. Using the theory symbolic interactionism, people take on roles for the desired reaction of a specific audience (Goffman, 1963). Based on this and a content analysis of website development available from the Curtin Library, the website was refined based on marketing brand theory. Overall the general format of this website were guided by the criteria of the assignment while brand theory provided guidance for more specific aspects. Brand theory has profoundly influenced advertising and marketing with specialized companies using it to development and evaluation of websites (Boag, 2010; Comm, 2010; Forrester, 2010; Martel-Lawson, 2004). Based on this theoretical approach, all aspects of the website including typeface, font size, font placement, color, photo selection, photo size and copy were evaluated by the target market. The target market was determined to be over fifty years of age with a female leaning. Based on feedback from this group, modifications were made to enhance perceptions and attitudes. The visible aspects of the website were modified to appeal to this target audience. The visuals of the website projects the appropriate positive brand elements and perceptions based on feedback from target market. The target market also suggested an additional area for a blog and links to various websites with gear ratings. While not required, these additions are congruent with brand expectations (Lincoln, 2009). Thus the majority of the choices made for this website were based on feedback from the target market using marketing brand theory. The web presence was significantly influenced by the need to preserve privacy. Internet privacy is critical and generally underestimated (Barnes, 2006; Boyd & Hargittai, 2010; Carminati & Ferrari, 2008; Fernandez, 2009; Hugl, 2011). For this reason information was kept general and identification impossible. Only one picture was used with people and carefully chosen to avoid identity theft. All other photos were general hiking landscapes. All the copy had been carefully edited to preserve my identity and the site and associated nodes will be removed immediately following this course. Privacy is critical on the Internet and was incorporated in every aspect of this website. Critical to the choices made for this website were any possible legal liabilities associated with the site (Burrows, 2007; Flint, 2009; Zittrain, 2008). The information and photos provided have no copyright obligations. Accidents happen while hiking. Thus there was a disclaimer for the audience informing them that all information provided on the website was general in nature. Any action taken based on the information provided on the website was taken at the readers own risk. The website and any parties associated with it are not responsible for any outcomes. It is important that there are no legal liabilities associated with the site and thus appropriate choices were made to this end. Finally the website development platform was selected based on the requirements of the website. Experts who develop websites suggested platforms they felt were appropriate for the assignment. These platforms were assessed based on features and costs. At the same time, a review of websites was conducted. Based on these suggestions, evaluations, and websites, Weebly was selected as the website platform. It had all the features needed for the assignment and was easy to use at no cost. Overall there were other platforms that were acceptable but Weebly appeared to be the best platform given the requirements of the assignment.

The proposition that one must have a web presence is contentious based on marketing theory (Hawthorne & Cromity, 2012). Having a poorly perceived presence or one that can harm the owner via security, privacy or legal liability would cause more harm that good. Based on marketing theory, it is critical to have a strong brand message that is unique, viable and appropriate (Goerzen & Rosseel, 2011). Given these perceptions can change over time, any presence must be constantly monitored and maintained. Only by constantly evaluating and responding to feedback will a website be a positive brand presence (Forrester, 2010). This approach is congruent to Goffmans theory of symbolic interactionism and thus a viable and preferred means of developing an evolving digital footprint. Thus the choices made in developing this website were guided by an approach taken by most website developers (Lincoln, 2009). While the majority of the basic choices made for this website were dictated by the assignment criteria, brand management theory and market research provided guidance in the development of all other aspects. Modifications were made based on feedback from the target market with the final website reflecting their preferences. Further choices were made based on the need for privacy and the elimination of any legal liability that might be associated with the website. Additional features were added to enhance the website brand and meet the target markets expectations. Overall the website projects the brand image preferred by the target market within the limitations of the assignment and any legal and privacy considerations. Barnes, S. B. (2006). A privacy paradox: social networking in the United States. First Monday, 11(9)Retrieved from http://search.proquest.com/docview/57647678?accountid=10382 Boag, P. (2010). Website Owern's Manual: The secret to a successful website. Greenwich CT: Manning Publications Co. Boyd, D., & Hargittai, E. (2010). Facebook privacy settings: Who cares? First Monday, 15(8)Retrieved from http://search.proquest.com/docview/753821908?accountid=10382 Burrows, T. (2007). Blogs, Wikis, MySpace, and More: Everything You Want to Know About Using Web 2.0 but are Afraid to Ask. Chicago, Illnois USA: Chicago Review Press Incorporated. Carminati, B., & Ferrari, E. (2008). Access Control and Privacy in Web-Based Social Networks. International Journal of Web Information Systems, 4(4), 395-415. Retrieved from http://search.proquest.com/docview/57720259?accountid=10382 Comm, J. (2010). KaChing: How to run an online business that pays and pays. Hoboken, NJ: John Wiley & Sons Inc. Fernandez, P. (2009). Balancing Outreach and Privacy in Facebook: Five Guiding Decision Points. Library Hi Tech News, 26(3-4), 10-12. Retrieved from http://search.proquest.com/docview/57721633?accountid=10382 Flint, D. (2009). Law Shaping Technology: Technology Shaping the Law. International Review of Law, Computers & Technology, 23(1-2), 5-11. Retrieved from http://search.proquest.com/docview/57751408?accountid=10382 Forrester, D. (2010). Turn Clicks into Customers. New York NY: McGraw Hill. Goerzen, J., & Rosseel, T. (2011). Digital Tattoo: What's Yours? PNLA Quarterly, 75(1), 66-69. Retrieved from http://search.proquest.com/docview/1266143153?accountid=10382 Goffman, E. (1963). Behavior in Public Places. New York: The Free Press. Hawthorne, K., & Cromity, J. (2012). Social Search for Market Intelligence. Online, 36(2), 36-38. Retrieved from http://search.proquest.com/docview/1018336896?accountid=10382 Hugl, U. (2011). Reviewing person's value of privacy of online social networking. Internet Research, 21(4), 384-407. http://dx.doi.org/:http://dx.doi.org/10.1108/10662241111158290 Lincoln, S. R. (2009). Mastering Web 2.0: Transform your business using key website and social media tools. London UK: Kogan Page. Martel-Lawson, H. (2004). 200 Marketing Ideas for your Website. Karrinyup WA: Marketing Cues. Zittrain, J. (2008). The Future of the Internet. London UK: Penguin Books.