How to Use Online Forums

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Dig Deeper: Setting Up a Website

Online Forums: Pitfalls to Avoid

Don't be afraid that when members post something negative about your product, it will create poor sales. Better to let them do that on your forum, rather than one of your competitors' sites, or an independent one. "The fact is, if the criticism is justified, then you can take the high road and thank them for their diligence -- and for saving you from going to the trouble of expensive market research," Pfleging says. And if it's unjustified, well, you may not even need to say anything yourself. You'd be surprised at how fast loyal users will jump to defend a favored product. In the highly connected world we now inhabit, it makes your business look more self-confident, as well as open and honest, if you allow your community members an uncensored, public feedback forum.

Being approachable is one of the great keys to effective business. In terms of using online forums, it's the key to retaining customer loyalty. Make sure your forum users have some means of contacting you or one of your staff charged with managing discussions directly. "When companies are not open to transparency, they bury their heads in the sand and believe that this conversation isn't happening," Messick says. "But people are talking about your company positively or negatively either at cocktail parties, at the gym, or online. Smart companies build a community to provide that space and engage in that conversation. The pitfall is not being open to transparency."

Dig Deeper: Taking Advantage of Online Review and Answer Sites

Online Forums:  Additional Resources

Online Community Report
Website for online community professionals.

Stat Counter
A free yet reliable invisible Web tracker, highly configurable hit counter, and real-time detailed web stats collector.

Forum Software for the Web
Fairly comprehensive listing of forum software maintained by David R. Woolley.

SitePoint’s Guide to Forum Software
Nice basic how-to for several top forum software systems from online media company and information provider targeting Web developers and designers.

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