Chapter 11. Engaging your visitors
In this chapter
When most organizations launch their first website, it’s nothing more than an online brochure. Customers don’t have the opportunity to respond in a meaningful way or communicate with one another. This model was born out of years of mass marketing.
But the web is changing, and you need to alter the way you communicate with your users. The web is becoming an ever more community-focused medium. High-profile sites such as YouTube, Wikipedia, and Facebook are built around communication between those running the site and individual members.
This community spirit is also spilling over into the commercial sector as organizations such as Dell and Microsoft recognize the benefits of transforming their users from a mass of individuals into a living community. These companies have seen the power of community revitalize damaged brands, improve products, and even reduce costs, but it has come at a cost.