'New Web' seminar - three hot discussion points

danm@chameleonnet.com (Dan Martin) — Fri, 23 Nov 2007 00:29:00 GMT

I thought it'd be worth outlining three particular areas discussed in conversations at breaks and during the Q&A slots at the end of each session at the recent seminar.

Attendees were asking:

1. Should we set up a corporate Facebook profile?

2. What are the pros and cons of implementing AdSense on our site?

3. How much of a risk is it to allow UGC on our site and deal with negative comments?

So here are some thoughts...

1. Facebook. Clearly this is one of the most popular online social spaces going at the moment, and naturally companies want to know if it's appropriate for them to get set up with a presence on Facebook.

The simple answer is to decide whether or not you have anything useful to contribute in the context of connecting individuals within your company with the other individuals using Facebook to communicate.

If the answer is a strong 'yes' then it may well be worth looking at what you might achieve and how.

If the answer is a 'maybe' or a 'no', then I'd question whether it is of value, because the risks of blundering in and making yourself unpopular, or of spending budget on something that delivers poor return, could rule it out as an avenue.

Even if you don't set up a Facebook profile, one thing is for sure though: your target audience is out there networking, so it is definitely worth considering which methods could work for you to communicate directly with them, something we are helping a number of clients work out.

If you haven't given much thought to whether it's appropriate or not, but are pressing on regardless, it probably won't end well!

2. AdSense. Monetising your website can be an attractive proposition, and Google's AdSense (the system whereby you can opt to display adverts through Google's AdWords programme on your website) is one of the main options.

Our experience is that AdSense is limited in how effective it can be to generate income, and that ensuring that appropriate ads appear on your site can require a significant management overhead.

Here are some specific criteria to help determine whether AdWords can be of benefit to you...

1. You run a site in an industry where people are used to seeing advertising (e.g. magazine style content). This will mean people find them less intrusive and that a portion of your visitors will have a propensity to convert.

2. You have enough traffic to make it financially viable. There's no sense in spending a lot of time and resource managing the ads if there is not enough revenue in it to make that profitable.

3. You are willing to accept that ultimately you do not have total control of some content that is displayed on your site.

4. You are also willing to accept that, despite the tweaks that can be made to the visual format of Google Ads, some visitors will find their experience devalued, given the presence of AdSense on many poor quality, cheap and 'spammy' sites, and possibly will think less of your brand.

The short answer is that there are a few situations where we would recommend AdSense is used, but they are exactly that - few.

However, if you want to look at the revenue streams through on-site advertising, a more worthwhile option could be either niche providers who specialise in syndicating certain types of advertising, or to set up your own ad management functionality and solicit ads yourself, and only select those you feel are a good match for your site's content. It may require a little extra effort and cost up front, but you get greater control, and of course you get to keep all the income too.

3. User Generated Content (UGC).

In our view, getting involved with user generated content is one of the great opportunities of doing business on the new web.

The reason for this is that it creates a dialogue between you and people you communicate with, and it shows to everyone you engage with that you are a transparent, customer-facing organisation that is happy to talk to people, confident about its product or service, and comfortable with dealing with all situations, both positive and negative.

OK, negative comments about your brand can be a bit scary, because if you allow people to post content on your site, they may well say what they think, so some companies are understandably nervous of this.

But the greatest risk is not participating.

People will make their thoughts known online whether you like it or not. They are probably talking about you right now. Do you know what they are saying? And if so, would it be appropriate to join in?

At least on your own site you know how people are feeling and what they are saying to each other. So why not be part of that conversation, and fix problems when they go wrong. If you do that, not only have you engineered a 'brand success' with an individual when you remedy an issue, but everyone involved in the dialogue can see it too.

The Chameleon Net blog

'New Web' seminar - three hot discussion points