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Discussion Boards, Social News and Q&A Sites Marketing Guide
- 1. Discussion Boards, Social News and Q&A Sites Amy Keitel November 24, 2014
- 2. Discussion Boards Platforms in which Internet users can exchange information Forums or threads categorize posts Virtual communities Moderated First board hosted by CompuServe in 1969 Discussion boards are hosted on third-party sites as well as company websites Google Groups Yahoo! Groups LinkedIn TripAdvisor Dell Apple
- 3. Discussion Boards Etiquette Stick to the topic Search before posting Use proper grammar, punctuation, and capitalization No "feeding the trolls" No double-posting No "sock puppets"
- 4. Marketing With Discussion Boards Keep in mind people who participate in discussion boards look for advice from fellow consumers, not companies Participants want information and/or entertainment On third party sites: Disclose affiliation with company Keep responses relevant to topic Any product promotion should be extremely subtle Discussion boards hosted on company's website allows for more product discussion and more active participation Companies can utilize discussion boards for market research, product development, issues management
- 5. Social News Sites Websites on which content is supplied, and rated, by news consumers; a news aggregator Displays stories from all types of sites; large media outlets to small niche site Stories displayed prominently on site are most often determined by reader votes Displays stories based on personal preferences and past activity Uses and gratification theory
- 6. Social News Sites Reddit StumbleUpon Digg Slashdot Fark Newsvine
- 7. Marketing with Social News Sites Best practices: Use short, catchy titles Succinct articles are preferred; such as lists Relevant, informative, and entertaining content Build relationship with power users Interact with other stories
- 8. Q&A Sites A forum for people to ask questions and receive answers from fellow Internet users A reference site for people to check to see if a question they have has already been asked and answered AskJeeves.com was the first Q&A site; now rebranded as Ask.com Current sites include: Yahoo! Answers Ask.com Quora
- 9. Marketing with Q&A Sites Gives marketers opportunity to build reputation as thought leaders Gain insight into marketplace
- 10. Activity On which type of forum would you expect to see the following headlines? Social news site, discussion board, Q&A site How do you cook a turkey for Thanksgiving? Boycott Best Buy - 6pm Thanksgiving opening Thanksgiving is coming up, what's your family's tradition?
- 11. Discussion Questions Does anyone use any social news sites? What has been your experience with them? How can discussion boards help companies? How can they hurt them? Are the differences between discussion boards and Q&A sites that great, or can they be used interchangeably?
- 12. References Barker, Melissa S., Barker, Donald I., Bormann, N.F., & Neher, Krista E. (2008). Social Media Marketing: A Strategic Approach. Mason, OH: Cengage Learning, pgs. 228-265. Glance, Natalie, Hurst, Matthew, Nigam, Kamal, Siegler, Matthew, Stockton, Robert, and Tomokiyo, Takashi. (2005)Deriving marketing intelligence from online discussion. In KDD. Scott, David Meerman. (2009). The New Rules of Marketing & PR. Hoboken, NJ: John Wiley, p. 85.