Joining the dots in the digital world can be tricky. How do you separate personal from business, how do you keep some things between a few people and other things broadcast to specific groups of people. The first step is to understand what it is you would like to achieve and then consider the various means of distribution. Seems simple. It is simple if you have a clear plan and an understanding of the channels / media available to you. To achieve an effective media presence you need to be involved in the process by providing salient information on a timely basis. Bombarding people with "buy me" messages is ineffective. However, a regular series of information bytes providing interesting, useful information can help build your public profile. Be mindful of the people you wish to communicate with and set the tone and style accordingly. Of course, you will need to track engagement to see what is resonating and with whom. Having worked in the digital space for more than 20 years there are a couple of things that remain constant. 1) Be authentic, 2) Empathise with your audience.