Executive Summary (This is a document excerpt)

Yola.com is an online Web site builder that allows anyone to easily create, publish, and host a Web site. Founded in 2007 on the premise that Web site creation should be easy if publishing tools focused less on the technology and more on the user experience, Yola initiated a social media effort aimed at enabling the company to grow rapidly without incurring crippling customer service costs. To achieve this goal, it established a customer community to act as its primary support channel for products and services. The result? A 5-to-1 preference for community support over email and 2 million customers supported by only six people.

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