Dateline:  05/17/98

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Part 1 described the various types of community a firm can build online.  This article will discuss what you actually need in order to establish and grow your own.  I'll also describe the ways some firms use them effectively to develop new business.  A special interest group or industry specialty group or community is a very low cost investment for any firm with a web site.  Here's what you need to start one:

• A Web Site
• Software
• A Focus
• Staff Time

A Web Site.  If you already have a web site for your firm, starting a community is as simple as installing a free or low cost software program and creating an additional page on the existing web site for each discussion group or community you want to establish.  Your internet service provider (ISP) will probably not charge anything additional for this service, since it is considered part of your existing web site.  The ``community" will consist of your own professionals who post on the message board, as well as any reader who happens to drop by (ideally, repeatedly) and make a comment on one of the discussions.

Software.  Larger ISPs may even offer free software, compatible with their server setup, for you to use.  Check with your provider to see what they recommend.  There are a number of programs available as freeware or shareware that will handle the basic community types--bulletin board and chat room.  Most online communities for professional services firms are the bulletin board type or ``moderated" discussion board.  If your ISP permits you to use CGI scripts, there is a widely used discussion forum program available free from Matt's Script Archives.  A free java script is available from Cut-n-Paste Java Script.  Both programs can be placed onto an HTML page that is designed to fit the overall look of your web site.

Focus.  A successful discussion forum or online community has a purpose.  Choose an industry, such as eldercare or retail sales or advertising, that you want to increase your visibility in.  Assign one or two knowledgeable professionals from your firm to answer questions and to pose questions.  If the discussions on the board wander, bring them back around to the topic.  You will probably feel at times like you are giving away a lot of free information, however, that is what makes this type of marketing so effective.  By demonstrating your expertise in a specific niche service area, people who need services in that area are likely to remember and contact your firm.  It does work.  Remember to promote your online community by mentioning it on other forums (AccountingNet has several that might serve that purpose), publishing it in your newsletters, notifying search engines, and talking about it to clients.

Staff Time Needed.  Moderating an online community is a perfect project for a senior associate with a little technology understanding.  They will need to log on daily and scan all posted messages to be sure the postings are appropriate.  They will need to answer every question posed and respond to any message that gives incorrect information or needs clarification.  They will also need to delete old message ``threads" after a defined period. Keep the purpose of the community/forum in mind at all times.  Any topic related to the subject of the forum is fair game.  Posts by competitors are fair game, too.  Moderators should ideally have a sense of humor and be willing to communicate informally with whoever shows up on the forum.  It's a serious and long-term commitment.  It takes about an hour each day on an active board to answer messages and participate in discussions.  There may be times when it will take significantly more.  But be of good cheer!  That means it's working!

Some Still Don't Get It

It's clear that most law firms are missing the boat on the value of audience participation and how it can result in new work.  Recently I visited all 20 of Siskind's Top 20 Law Firm Web Sites, to discover that only two were using any kind of visitor participation device to attract and retain visitors.  Of those, only one was doing an active job of promoting and participating in its forum (see below).   A few accounting firms have established ``talk back" sections, but I haven't found any where the firms actually focused on specific industries or service areas in a targeted marketing effort.  Let me know of any you come across. I'd love to visit and do an article on a firm that's doing it right.!

Next week's feature: What a New Marketing Director Needs to Know

Look here for more information.

Examples of ``communities" built to further a specific business purpose.
In order to get the most benefit from these links, you need time, curiosity, an inclination to browse around and see what's there--as well as a 3.0 or higher version of your favorite browser software. Here are some good ones:

HotWired Magazine's Threads
Writers and readers of this widely popular E-zine come together to discuss and hotly debate issues raised by the sometimes controversial articles on technology and culture. A good example of how a publication uses a traditional bulletin board type forum to engage its readers, farm their ideas, and keep them coming back.

The Mining Company
More than 500 different specialty topic areas are each run by an expert in the topic. Each area has a message board and most schedule live chats.  Choose a topic you like and check out the discussion area.  An example of how discussion groups draw repeat traffic--the basis on which ad revenues and the authors' income are based.

Law Office of Joseph C. Grasmick
This immigration practice has figured out the value of message boards for building client prospects--the ``Immigration" topic has 3,500 messages posted on it.  Some of those must fit the firm's ``hot prospect" profile...

Divorce.net Chat and Message Boards
This innovative family law practice has an unmoderated live chat area, plus 23 individual topic message boards that help to target the interests of the individuals who participate so that the firm can follow up appropriately to solicit new business.

Boston.com
The Boston Globe's web site hosts open public chat rooms, occasionally visited by the paper's editors and writers.  The chat is an extension of their news and local information focus for Boston area residents, and is designed to get Bostonians looking to the Globe first for information (and to build subscribers).

Lycos Chat
Both live, hosted chats with authors and public figures, and threaded message discussions are available on a wide range of popular and personal interest topics. Today the ``business" section has 72 topics. The broad range of this site is designed to attract the maximum number of visitors and generate advertising revenue.

Ziff-Davis' Talk Back
Not a true ``community", Jesse Berst nevertheless fosters a sense of community among readers by soliciting comments and discussion each day on the issues and articles published, then linking the comments back to relevant stories for all to read.  This approach keeps readers coming back--it's one of the most read columns on the Web.

Ed Yourdon's Year 2000 Discussion Board
This group discusses issues raised in Ed Yourdon's popular book. The message board attracts visitors with a specific interest who may then buy his book. Where will *you* be on December 31, 1999?

MONEY Bulletin Board
Hosted by Liz Amaral and designed to generate regular traffic to Money Magazine's online publication.

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Copyright 1998 by Kaye Vivian (kvivian@cloud9.net).  All rights reserved.  Permission to reprint is granted provided this article is not altered and the copyright notice remains attached