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In
a previous newsletter (see
article “Pitching Blogs”),
we discussed the opportunities inherent in the
interactive Web medium. Taking the interactive approach
to the next level, many companies are now finding an
active community of participants through their own Web
pages.
Let's
face it. Most people now understand that the corporate
Web site should be more than an electronic brochure.
Granted, the largest use by far of the Internet today is
for research and entertainment, but the shift to a more
interactive platform is yielding significant benefits to
many early adopters of the new technologies.
It
is becoming apparent that giving people the opportunity
to respond to your information immediately in a
community setting provides much better feedback than
circulating surveys or polls. Forums, threaded
discussions and Weblogs are emerging as the vehicle of
choice for content-rich Web sites looking to spark
interactive discussion.
An
excellent article on this new and exciting opportunity
in the Columbia Journalism Review (view
full article ) argues that readers of information on
Web sites very often have more insight into the subject
than the authors!
The
key issue is how to bring Internet visitors into the
conversation. Newer database-driven Web sites are making
this easier all of the time. What used to be difficult
at best - finding appropriate information and a way to
respond to it - is now becoming intuitive.
Companies
that offer this type of forum receive many benefits.
First of all, valuable market research and feedback
crucial to strategy can be derived from posts by your
most valuable contributors - your clients. Second,
active participation by media members can drive existing
relationships to new levels, while forging entirely new
relationships. Third, the opportunity to float ideas or
concepts by the community without high expense and
extracurricular staff can be a blessing in itself.
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