Websites have become a point of embarkation and disembarkation enabling constituents to comment on blogs, post reviews, like your Facebook posts, visit your LinkedIn page discussions, share your tweets, etc. We want to make it easy for our consumers to get engaged, to find new friends, to participate in meaningful dialogue and to share items of interest with their contacts. We want the entire website to be an engagement tool — something that aids us and our users in accomplishing mutual goals.
Websites today must fully incorporate web elements that enable interaction. I’m advising my clients to think of their blog (and blog feedback) as their central marketing creation. Everyone won’t read (or be interested in) every post, but it’s a great way to develop relevant, engaging content in real time; then call it up when and where it may be needed. A newsletter can derive from the blog, for example (as a monthly e-digest that points to articles where the reader can “read more”). Similarly, tweets, FB posts and even video can derive from this resource. Participants can easily choose the elements that appeal to them. Every element should point back/forth to other elements to complete the circle of dialogue and engagement. Notes Paul Fabretti , Digital Director at Brazen PR: