For Interactive Marketing Professionals

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	November 24, 2008 What Works In Online Company Forums? by Jeremiah K. Owyang with Cynthia N. Pflaum, Christine Spivey Overby, Emily Bowen, Emily Murphy

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Executive Summary

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.

This is an excerpt