Are you trying to figure out how to help your company "join the conversation"? Or figure out just why you need to in the first place...?


Amy Gahran points to an excellent article Steve Outing wrote in yesterday's Editor and Publisher Online. At first pass, How to Make Your Web Site More Conversational focuses on techniques to engage news readers with news media sites and blogs. But in truth, it's a great primer for how ANY business with any kind of publication -- a Web site, newsletter, blog, or whatever -- can engage with its audience, foster conversation, and create a sense of community.
For example, read what Amy writes about WHY companies should foster conversation. Ignore the "news" modifier and what's left is a compelling reason for any company to start talking and listening:
"–the main reason why news organizations should foster strong online conversations boils down to money. Having a loyal, engaged audience is the foundation of almost every aspect of most news organizations' business model. Few things cement relationships of any kind, but especially with audiences and markets, like strong, mutual communication. Encouraging conversation -- and leveraging those conversations to enhance news offerings -- demonstrates that your audience is valued not merely as a market, but as a resource.
She adds: "Although only a minority of your audience is likely to engage in online conversations with you at any given time, everyone will notice that you're open to conversation and making the most of it.
Finally: "All of this enhances reputation, which also helps build brand and audience loyalty."
A few techniques Steve suggests:
* Specifically ask for comments on any topic by posing pointed questions or asking readers to share their experiences or knowledge about an issue.
* Allow anonymous comments, but screen them first. Encourage people to register before commenting, and don't screen those.
* Create a "subscribe" feature for each article that allows visitors to receive e-mail alerts whenever someone adds a comment to a story or article.
* Enhance your comments to allow photos.
* Allow your visitors to create their own user-profile pages.
* Add photos of registered readers to comments, and link to their profile pages.
Read more from Steve here.