Why Forums Matter

The goal of Web 2.0 marketing is engagement with the community. There are many tools out there, but the single most effective method is social networking, because it is the only way peers can communicate on equal ground. It fosters natural community engagement and involvement, instead of one-sided communications such as blogging, which are more effective for pushing out new information.

For consumers, Facebook and Twitter are the best ways to interact in a symmetrical way, but those are not effective for the B2B market, which requires different tools. LinkedIn is a valuable tool, but it’s not ideal for day-to-day interaction among professionals. For the high-tech industry in particular, forums are the best place for interaction between professionals. It’s particularly effective because technology professionals have been communicating online in this manner for decades, even before the Internet existed in its current form.

One effective example of a forum is the DevCentral site developed by F5. There, thousands of technology professionals all around the world are able to ask and answer questions, share ideas and discuss trends and technical issues. By hosting a place for these discussions, F5 has successfully positioned itself as a leader in network technology.

By setting up a forum for your clients — and potential clients — to interact on issues facing the industry, you receive several benefits. First, you earn credibility in the eyes of the users for providing them a place to have discussions. You also gain detailed insight into emerging trends and problems. Forums help your clients feel more engaged with your company, and you can develop relationships that will bring you additional business in the future.