Lack of understanding of the new virtual world has companies contract out their important virtual image creation. In creating a virtual image, it is not wise to give a free hand to a group of Internet gurus who have little or no knowledge of what your company is or wishes to become in the new virtual world.
I suggest that you work with the hewers and shapers of the connected world to help them portray your image exactly the way you see it. If your present understanding of the virtual world does not allow a clear view of your transition into the net-based world, seek the advice of new and old mentors while looking closely at how your competitors and associates are virtually positioning themselves.