Assuming your company isn't planning to start its own social networking site -- like DunderMifflinSpace -- you may be interested in ways you can leverage Web 2.0 to strengthen your online presence. Information Week offers some suggestions for getting started with Web 2.0 (more tips and details on their site):
- Start a blog on WordPress or TypePad and/or a wiki. Wikis are websites users can edit (check out WetPaint.com for free wiki hosting.) Both blogs and wikis are community-driven, making them great points of entrance for your customers.
- Install interactive Q & A products. There are many companies, like RightNow Technologies, that will track questions and answers by visitors, giving you better insight into your customers -- allowing you to improve customer loyalty.
- Exploit social networks. You can take advantage of social networking's viral nature to build brand awareness. Here's an example: Rassak Experience, an online marketing company representing software vendor BigFix, created a fake character (Ray Hopewood), and signed him up on several social networking sites to draw traffic to BigFix.com. The character's interesting story uses entertainment to draw attention to the company. 47 percent of BigFix's traffic now comes from Stumble Upon, a social networking site.