Web Presence Analysis Report: American Express and Red Cross Analysis

This report provides an analysis of web presence, focusing on the digital strategies of American Express and the American Red Cross. The report begins with an executive summary, followed by an introduction outlining the report's objectives. The discussion section delves into the web presence of American Express, evaluating its website's strengths, such as user-friendliness and social media integration, and weaknesses, including server capacity. The report then analyzes the American Red Cross's web presence, evaluating its website and social media engagement on Twitter and Facebook. The analysis includes an evaluation summary and a discussion of relevant articles regarding social media and corporate social responsibility. The report concludes with a summary of findings and a list of references.

Running head: WEB PRESENCE ANALYSIS
Web presence analysis
Name of the student
Name of the University
Author Note

1WEB PRESENCE ANALYSIS
Executive summary
The following report discusses about the benefits and the problems associated with the
association of a company in the web. This report mainly includes two sections where the first
section talks about the problems in the web association of the company known as American
Express. The second part of the report talks about the various articles recently published that
discusses about the web presence.

2WEB PRESENCE ANALYSIS
Table of Contents
Introduction:....................................................................................................................................3
Discussion:.......................................................................................................................................3
Part 1:...........................................................................................................................................3
Part 2:...........................................................................................................................................4
Section 1:.................................................................................................................................4
Section 2:.................................................................................................................................6
Conclusion:......................................................................................................................................7
References:......................................................................................................................................8

3WEB PRESENCE ANALYSIS
Introduction:
The web presence denotes the presence of a company in the digital world. The following
report discusses about the benefits and the problems associated with the association of a
company in the web.
Discussion:
Website of a company is used to reach out the potential customers present all over the
world. This causes the most engagement of the company with respect to the number of visitors in
the website.
Part 1:
The multinational company specializing in financial services is the definition of the
American Express. The company is involved in the businesses of credit cards and businesses
with traveler’s cheque. However, the company is now involved in many other financial services
to help the people meet their needs. The company now is involved in many types of card services
to help the world.
The website of the company is deemed very user friendly and the awards received by the
company are proudly shown in the center of the page ("American Express UK | Log in | Credit
Cards, Travel & Rewards", 2017). This helps in visitors to see the dedications of the company,
which will help in more businesses for the company. The website also has the presence of social
links in the bottom corner of the page. This also facilitates the visitors to engage in the social
links of the company and raise brand awareness.

4WEB PRESENCE ANALYSIS
The various strengths of this web presence are the presence of more business acquisitions
from the potential clients opting for their products. This presence of such beautiful layout and the
business awards makes a certain good impression on the clients acquisitioned. The main
weakness of the website is the requirement for much server capacity ("American Express UK |
Log in | Credit Cards, Travel & Rewards", 2017). As the website is very famous for the business
done by it, it gets much amount of traffic. This requires the company to invest in the server
capacity of the website for supporting that much traffic.
Due to such high website presence in the internet, the company received businesses in a
large scale that made it the receiver for such a great and prestigious award. The website presence
also made the website rand in the social media to get a large amount of engagement. However,
the company owns liability in many aspects. The combined liability indicates that the main
charges incurred or debited is liable to both the cardholder and the company. The corporate
liability indicates the authorized use of the business cards by specific users only.
Due to the online presence, the effectiveness is greatly increased. The website has a rank
in the top 200 websites in USA as determined by Alexa. The website also has 7 million followers
in facebook, 900,000 followers in twitter and 160,000 subscribers in YouTube leading to a great
online presence in the internet.
Part 2:
Section 1:
Entity Identification:
The name of the organization is American Red Cross Organization. The American Red
Cross is an organization that is made to work as a non-profit organization. The main interest on

5WEB PRESENCE ANALYSIS
this organization is due to the presence of social work involved in addressing the needs of the
affected people. It is also involved in preparing people for emergencies.
Sites for Evaluation:
Hyperlink 1: http://www.redcross.org/
The website is registered under the American Red Cross organization. The website is
used to reach out to the users and get the information of the people in distress. The website also
has a feature to collect emails of new users to provide them news reports of recent disasters.
Hyperlink 2: https://twitter.com/redcross
This link leads to the twitter page of the concerned organization. The social media page is
filled with various tweets regarding their activities. The account also shows good engagement of
people all over the world.
Hyperlink 3: https://www.facebook.com/redcross/
This link leads to the facebook page of the concerned organization. The social media
page also shows signs of good engagements form the people as well as the organization
concerned.
Evaluation Summary:
The website of the organization shows a decent design to its user. One look at the website
and people can get that they are concerned with social activities ("The American National Red
Cross", 2017). All their works and related activities are depicted in the website in different
pages.
The second link is the twitter page of the organization. According to the stats of the page,
they have a good online presence of 4.89 million followers. The page also shows that they are
decent in their activities as the number of tweets made is 5362.

6WEB PRESENCE ANALYSIS
The third link is the facebook page of the organization. This page also has good
engagement, which shows the presence of 781,047 followers in the facebook page. The page also
has 830,861 likes that shows that the page has much engagement in the internet.
These links shows high amount of engagement but their engagement can be increased by
applying some digital promotion in the social medias to get more engagement.
Section 2:
1. Source: (No Place to Hide, 2017)
The Web 2.0 and the social media have given the opportunity of reporting the harmful
behaviors followed by an organization to the individuals concerned. Many organizations follow
the corporate social responsibility (CSR) to address the standards to be followed. The
organizations that do not follow the CSR standards are subjected to negative reactions.
2. Source: ("Social media: a message for not-for-profit organisations", 2017)
The use of social media is termed good for many nonprofit organizations. The posts
related to the betterment activities always receive good responses. However, the social presence
is also considered a risky step as sometimes a post can lead to large-scale negative reviews,
which can eventually reject the process. This article discusses about the pros or cons of the use of
social media.
3. Source: (HARVARD BUSINESS REVIEW RELEASES STUDY ON IMPACT OF SOCIAL
MEDIA. (2010, Dec 15)
This article is conducted by the Harvard Business Review Analytic Services, which is
used to conduct research services related to the business and management services. This report is
concerned with the conduction of a survey, which used the results generated from 2100
companies.

7WEB PRESENCE ANALYSIS
4. Source: (Dateling & Bick, 2013)
This article is concerned with the business strategies and technologies followed by the
South-African businesses. To conduct the research, the opinions of 15 social media experts were
followed provide the article. The article also states that the businesses in this area use the digital
media for their operations.
Conclusion:
Thus, it is conclude that the meaning of web presence of a company or organization
involved is that the company has a website storefront for reaching the various people present in
the whole world. It is also concluded that the use of social media for business can be an effective
strategy to reach the required engaged visitors.

8WEB PRESENCE ANALYSIS
References:
American Express UK | Log in | Credit Cards, Travel & Rewards.
(2017). Americanexpress.com. Retrieved 6 September 2017, from
https://www.americanexpress.com/
Dateling, M., & Bick, G. (2013). The impact of social media on the marketing strategies
of south african businesses. Paper presented at the 52-57. Retrieved from
https://proxy.cecybrary.com/login?url=https://search.proquest.com/docview/1366360455?
accountid=144789
HARVARD BUSINESS REVIEW RELEASES STUDY ON IMPACT OF SOCIAL
MEDIA. (2010, Dec 15). Asia Pulse Retrieved from https://proxy.cecybrary.com/login?
url=https://search.proquest.com/docview/852552176?accountid=144789
No Place to Hide. (2017). Retrieved from
http://content.ebscohost.com.proxy.cecybrary.com/ContentServer.asp?
T=P&P=AN&K=89131348&S=R&D=a9h&EbscoContent=dGJyMNXb4kSeprQ40dvuOLCmr0
%2Bepq5Ss6u4S6%2BWxWXS&ContentCustomer=dGJyMPGstFG2rK9JuePfgeyx44Dt6fIA
Social media: a message for not-for-profit organisations. (2017). the Guardian. Retrieved
6 September 2017, from
https://www.theguardian.com/voluntary-sector-network/2013/dec/11/social-media-for-not-for-
profit-organisations
The American National Red Cross. (2017). American Red Cross. Retrieved 6 September
2017, from http://www.redcross.org/