African Wildlife Adventures acknowledges the importance of online presence for reaching broader audience, online presence requires maintaining a positive online image and reputation to effectively keep the audience it already has and increase it over time. African Wildlife Adventures closely monitors its online presence to communicate with its audience, regularly checking its social media platforms for audience interactions and posting updates and current news about the organisation. To attentively attend to the online audience social listening tools and Google alerts are put to use to be aware of interactions and new content which may affect the image of the organisation. it is the organisations priority to attend to the audiences' comments, messages, concerns and questions. The organisation participate in relevant discussions and share updates on their current initiatives and events building a positive relationships with their stakeholders, implements SEO strategies to ensure that the website and other online posts appear salient in search engine results. the website keywords, headers and meta tags are optimised to increase visibility and attract trafic towards it. This helps more people to recognise the website and be driven towards it and increase the audience. depending on the type of content needed the organisation works with influencers to assist reach a wider audience, the influencers have to be relevant and share the same values of caring for the wildlife as the organisation. Association with influencers and other organisations helps the organisation stretch out from its comfort zone to reach new audiences and still maintain positive public image.
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