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The answer isn't about where to spend money, it's about what order to spend it in.

“We really believe in fishing where the fish are,” said Carol Kruse, vp of global interactive marketing at Coca-Cola. “The old model is to build your own site, then spend media dollars to bring them there.”

No matter what CMS package you decide to go with, there are some steps you should take to prepare for the creation of your new site. You should begin the site creation planning long before you determine which CMS will best fit your needs, and you should expect to spend at least a week to accomplish these tasks.

In the real world, managing your reputation should be paramount. Showing up on time, being helpful to colleagues, and taking the occasional shower increase the reputation points you can leverage in any number of ways, including career advancement. Many of us spend a lot of time, if not thought, on maintaining our good rep. If you have a virtual presence, chances are you have an online reputation, too. It’s probably codified in some form. On eBay, I have a 100 percent positive feedback from 46 dealmakers, and my reviews on several consumer sites are considered, in aggregate, “somewhat” useful.

When you “Veotag” your web audio and video, you give your audience Web 2.0 information and convenience, which means they will spend more time listening and watching. And you will slash the time and expense it takes to post completed audios and videos to your site.

Nielsen is dropping page view measurement in its Web traffic reporting. Instead, they will report the time visitors spend at sites.

You probably already know my own Internet strategy, so it might not surprise you that I recommended that he should instead invest his time in writing thorough articles that he published on a regular schedule. Given limited time, this means not spending the effort to post numerous short comments on ongoing blogosphere discussions.