Präsenzausrichtung

18:12 Oct 3, 2018 

Up until a few years ago, an online presence was dominated by a company website. Since mobile devices have become almost the norm, and fewer users actually interact with brands from a PC or laptop, the most important elements of such a presence are social media such as Twitter, Facebook, Instagram etc. On such platforms, opinion makers, key opinion leaders, brand or product endorsers, journalists, brand ambassadors, bloggers and influencers (generally classed as experts, realists, activists and entertainers) generate relationships between users and the brand/product/company. Many companies create communities (or fan bases) who share their experiences/wishes with the brand in these media channels - with fellow community members and the brand itself. The importance of such feedback for the company is obvious - it generates brand loyalty, interest and statistics that enable the brand to identify leads within the community and address them with target-group-relevant content.

16:44 Oct 3, 2018 

1) "Kanalauswahl wird getroffen".
2) The content and content generation for the chosen channels will be as user-centric as possible.

The style is, admittedly, typical marketing-speak.

15:16 Oct 3, 2018 

Can you clarify if there is something missing in the sentence, please?
It is important to have your feedback in order to be able to help.

It reads:

Sowohl die Kanalauswahl als auch die Präsenzausrichtung [...] wird mit dem Fokus auf eine bestmögliche Nutzerzentrierung getroffen

However, trying to rewrite the sentence for better understanding I get this:

Wenn die Kanalauswahl und die Präsenzausrichtung [..] [eingestell werden = my interpretation], wird [dieser Prozeß] mit dem Fokus auf eine bestmögliche Nutzerzentrierung getroffen.

Am I missing or misunderstanding something?

Is this about setting the Facebook page?

15:01 Oct 3, 2018 

...it is a word that is universally used in the marketing and advertising industry - whether we like it or not. Here, the presence is oriented towards/focuses on/is dedicated to/concentrates on providing users/customers with precisely what the company assumes they want. There's an equally ghastly word in German, or at least one that is almost always used incorrectly in marketing - Ansprüche

14:50 Oct 3, 2018 

Generally speaking, I would say 'Ausrichtung" ist ein 'böses Wort' in translation, somebody else said ghastly:) :)! Many times 'Ausrichtung' is superfluous and meaningless or describes something completely different. To my understanding ' 'Präsenzausrichtung ' here has to do with attracting users/ customers. I agree with 'addressing target groups'.

13:43 Oct 3, 2018 

of which Konfiguration comes closest.

This is about is the precision with which target groups are addressed in the media channels they use. For example, car fans will want to read about wheels, tyres, accessories, tuning, pimping and the like, so the company focuses tightly on such interests. Despite your agree, it is about various media channels, not only, but also including the company website. Hardly any company relies exclusively on websites anymore - today, they address their fans on Twitter and Facebook etc. to get direct feedback about their products or services.

BTW: Go down one segment in openthesaurus:
Ausrichtung · Führungshilfe · Guideline (engl.) · Handlungshilfe · Kurs · Leitfaden · Leitlinie · Linie · Marschrichtung · Maßgabe · **Orientierung** · Programm · Programmatik · Richtlinie · Richtmarke · Richtschnur · Vorgabe · Zielsetzung · Zielstellung · Zielvorgabe · Zielvorstellung

13:12 Oct 3, 2018 

Adaptierung · Adaption · Angleichung · Anpassung · Ausrichtung · Einstellen · Einstellung · Justierung · Kalibrierung · Konfiguration · Regulierung · Umstellung

https://www.openthesaurus.de/synonyme/Ausrichtung

17:30 Oct 2, 2018 

Not the best of German prose to work with, Gavin.