The hyper-competitive online environment is a lot like the wild, wild west of marketing. Businesses in industries across the board are struggling to compete and establish a sustainable web business or presence. At HATHWAY, we understand how difficult it can be so we have established the following 6 essential steps to establishing a sustainable business online.

Today, it’s difficult to imagine life without social media. Many of us wouldn’t know what to do with ourselves if we couldn’t update our network with a current relationship status, favorite band or lunch ideas. While it may seem that social media is the relative new kid on the block with the more recent popularity of platforms such as Facebook and Twitter, this isn’t a new fad.

With Twitter all over New York Fashion Week and Donna Karan using a virtual trunk show to promote her fall line, there is no denying social networking is hot this season. Top brands have embraced new social media tools to help spread the word about new trends and further brand loyalty. With the launch of Facebook Deals last fall, retailers are now able to drive customers through their doors while creating a word-of-mouth buzz and customer loyalty.

There is no platform too small, large or populated that will prevent the auto-manufacturing giant, BMW, from exhibiting their product. A recently released pilot project called “BMW EDIZONE” on Facebook (FB) permits fans of the BMW Italy brand page to vote for several custom foil designs from young designers. FB users may also customize their own foils’ based on a BMW branded exoskeleton. Specifically geared toward a younger audience, the winner of this contest will receive a low financing option based on the contestants’ age. Additionally, the winner's design will be produced as a single used car in the Italian market.

Facebook is constantly evolving – new apps, new platforms, and new pages seem to have a never-ending multiplication rate. It can be difficult to wade through all the muck to find what is actually pertinent for business development. We went knee deep in the muck of three new features, so you wouldn't have to.