On the web, a forum is the section of a website where users talk to each other. It is the simplest way to build an online community, and one of the internet’s earliest experiments in doing so, and it is still widely used today.
What is a forum?
The term refers both to the section of a website where users hold discussions and to the platform that hosts it.
It can be a powerful web marketing tool, because it makes users feel part of a community and gives them a direct line to each other and to the company.
The main elements of a forum
Although there are many online platforms, most forums share a very similar structure. There is a homepage where users can register and create their avatar; discussion sections organized by topic; and static pages with the community rules.
Everything can be customized with colors, fonts, the logo of the company running the forum and other graphic elements that set it apart from the mass of content on the web.
What does netiquette say?
Netiquette, the set of rules for good behavior online, keeps discussions within a forum orderly.
It is generally good practice for new members to introduce themselves before starting their first thread or joining an existing one. Vulgar words, any kind of foul language and terms that are offensive to any group should be avoided. Netiquette also says to avoid typing in all caps, which comes across as aggressive.
To make sure the rules are followed and topics are discussed calmly, there are usually one or more moderators who step in to cool things down when a discussion gets too heated, or ban disrespectful users.
How to use it in your web marketing strategy
What can a forum do for your business? Just think about the work you do every day to manage your brand identity. That identity is shaped by what you say about yourself, but also by the conversations users have online when they comment on your products or services.
By creating a forum, just as by using social media, you let customers feel like active participants in your business. They can talk directly to each other, suggest new uses for your products, leave good reviews or point out what isn’t working in your company.
Use forums to your advantage
If you have a significant online presence, whether as a business or as an individual, you should take this digital tool into account. Creating a forum dedicated exclusively to your brand and your services is the best way to keep track of and steer the community conversation.
Ask users directly to weigh in on the issues that matter to you: open questions, quizzes and polls will give you a clear picture of what works and what doesn’t.
You can also use groups on social networks such as Facebook to achieve the same result.