How important is an 'online profile' for academics?

This is a question raised by this blog post. Although the writer uses the terms 'branding' and 'portfolio control' which try to force the debate into some professionalised business/corporate context, the idea of scholars consciously beginning to develop an online profile in order to anticipate the inevitable academic landscape of the future is, for me, convincing. What this might mean is "presenting a simple CV and list of courses taught, to linking to research, hosting a discussion for a recently released book, to an ongoing conversation about current events . . .The point is you want a space you control." 

I'm not sure about the solutions offered in the blog post (start with a blog!), but I think it is a reasoned contribution to the argument for academics to increase engagement with the online landscape. 

Thanks Oliver for the heads up on this one.