November 24, 2008

What Works In Online Company Forums?

by Jeremiah K. Owyang

with Cynthia N. Pflaum, Christine Spivey Overby, Emily Bowen, Emily Murphy

Executive Summary (This is a document excerpt)

Half of US online adults are willing to participate in online company forums. Brands should use these platforms to nurture honest feedback in areas like: product quality, usability, innovation, design, and advertising. By seeding the community with brand advocates and creating a positive place to get together, interactive marketers will avoid the "build-it-and-they-will-come" trap.

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