Web 2.0 for the Enterprise

Another application of Web 2.0 concepts within a corporate environment is the formation of product user communities. By involving customers in the process of sharing information about a product, an organization can gain insight into customer experiences, provide additional support channels, involve users in the product development process and last but not least significantly lower customer support costs.

Some mechanisms for building vibrant customer communities include:

• Encouraging users to comment on the public statements of the company. This does not mean establishing a forum for anonymous criticism of the organisation's mission statement. But more informal publications, for example blog posts, should be open for discussion.
• Constructing user forums for the purpose of establishing a "customers help customers" dynamic. While these forums must be moderated, this does not necessarily have to be done by the organization's staff. Instead, consider recruiting the company's "fans" and "evangelists" - those who are enthusiastically committed to the company's products and services. Make them moderators, and they will spread your ideas - maybe not in your "corporate voice", but in a very authentic and credible way (as they are not paid by you). Along the way they will find and encourage new authors and moderators and therefore indirectly create new customers. Similar to trusting your employee's ability to publish in an appropriate manner, trusting the honest motivations of your users is the key to success.
• Involve staff in the user community. This shows the community that their contributions are valued and make a difference to the organization. In addition to encouraging staff generally to be involved, assign one person to watch community activities. This person should address concerns raised in community forums, escalating within the organization as necessary. Ensure that this person is visible and easily accessible.
• Make sure that best practices and solutions from the community are re-integrated quickly into the official manuals and FAQ. Develop an integrated concept for the intranet and the corporate website, and make it easy for employees to exchange information between them.