Anyone can build a website and promote it. How does your website fit into your media brand strategy? If you don't know, you'll never have a successful website and your site could actually hurt you. Your website is only one factor in building your media brand on the Internet but you have to clearly identify your site's role in the big picture. Do you want your site to serve as an extension to your traditional media outlet, stand on its own, be a source of revenue or another way to get your company's name out there regardless of the income potential?