Using forums as a business tool
Online forums (such as the popular Boards.ie or Enterprise Ireland's own eBusiness Discussion Forum) offer a simple and cost-effective way to interact with large numbers of potential customers, clients and industry colleagues. Forums provide a captive audience as they consist of people who have voluntarily gathered together to hear the latest information about particular products, services and/or lifestyles.
This offers SMEs a great way to raise their company profile, offer and receive advice, make contacts and generally promote themselves as an expert in their industry.
All great so far. But, if you don't follow some basic dos and don'ts, forums can turn into a branding nightmare, leaving your company's name tarnished. Let's start with the 'dos'.
Read the rules
Almost every forum will have an FAQ or 'posting guidelines' section. Make sure to read (and respect) these rules before posting in order to avoid being given infractions - or being banned outright - by forum moderators.
Read the archives
Before you jump in and start posting, look through the forum archives to get a sense of what works. Keep an eye out for the style of posts on the site (formal and businesslike or casual, cheeky). If a forum doesn't match your company's branding strategy, it might be best to give it a miss.
For example, it might suit a young start-up to use internet slang like 'w00t' and 'ROFL', but a company that's aiming for a more serious image might want to avoid using such lingo.
Use search
The vast majority of forums include a search function. Use it to get a sense of what has already been posted that is pertinent to your area of expertise. This will ensure that your posts don't create unnecessary information overlap - something that is greatly frowned upon among certain forum communities.
You could also use the search function to discover other businesses in your field that are operating on the forum. Read their post history, with an eye towards determining which of their posts were well-received or caused negative feedback, and why.
Share useful tips and advice
You can build relationships of trust with potential customers, and generally enhance your company's reputation, by consistently sharing useful information on forums. Instead of advertising your company's products and services, think of this as advertising your company's expertise. This will gain your brand trust and respect among other forum users.
Learn from negative experiences
If a search for your company name turns up several negative comments from customers on forums, it can cause lasting damage to your brand. So, if you do happen to become embroiled in a negative exchange with a customer - or have done so in the past - take the time to learn from the experience by working out how you could have handled the situation differently. (See 'Don't argue' below.)
Don't blatantly advertise
Different forums have different rules about advertising your company in posts. Some will allow you to include a link to your company website in your 'signature', for example. Some allow you to provide links to products inside your posts.
Whatever the rules of the specific forum, however, other forums users will see right through any blatant advertising and will view your company in a negative light if you repeatedly exploit every opportunity to advertise your wares on the forum.
Remember that a forum is a communal, shared space. Repeated advertising will convey the impression that you're more interested in profit than in the well-being of the community.
DON'T SHOUT!
Don't use all uppercase when posting on forums (or anywhere online). It comes across to readers as shouting and is a breach of accepted internet etiquette. Instead, write using the same style you would use in email. This means following proper usage of capital letters and punctuation.
Don't ramble
Popular forums are especially strict about users staying on topic. This is because with thousands of posts and threads, forums quickly become unreadable if individual discussions are allowed to wander off course. Don't introduce new topics into a thread. Instead, start a new thread of your own, if you have something to say on a fresh topic.
Don't be a yokel
If you are participating in a forum with an international readership, remember to avoid local slang and expressions. You will alienate potential customers living overseas if they cannot make sense of your posts.
Don't argue
Whether your company posts on forums, blogs or social media sites, it's important to bear in mind that everything you post on the internet remains there permanently. So, while it's okay to respectfully disagree with another poster on a forum, don't become embroiled in long-winded arguments with other posters. Try to treat your online interactions as you would treat a customer in your shop or business premises - be courteous, helpful and professional at all times.
Forums offer a great way for small businesses to interact with a ready-made audience of internet users. Following these simple tips will help you get the most from the experience.
E-Business Live
www.ebusinesslive.ie
http://www.ebusinesslive.ie/newsletter/Story/4/1715/ob.html/266
