Online communities are now vital for brands

1 October 2009

It’s great to see big players in the healthcare sector finally harnessing social networks to promote initiatives such as Cancer Research UK’s interactive CancerChat, which aims to help sufferers of the disease become part of a community while raising awareness of the charity (Vertical Focus, nma 30 July 2009).

In fact, we’ve been working with GlaxoSmithKline for over five years, moderating its communities in both the UK and US for people on a journey to better health. The discussion forums that GSK bolts to the online resources for users of its products have many members who provide support and encouragement to each other and help make the journey to wellness a less lonely one.

Brands can’t underestimate the power of inviting user-generated content to their website as this is how more consumers are choosing to communicate. Inviting discussion and interaction online allows organisations to reach a wider audience while raising awareness of their key message. If they don’t take advantage of this effective yet inexpensive method of marketing to customers, then increasingly they’ll find that their competitors do.

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